A sustainable wardrobe?

Vivienne Westwood said it all in seven words:

Buy less. Choose well. Make it last.

Here are some reflections based on this spot-on quote.

Buy less.

This is where it all begins. As an individual consumer, it’s easy to feel powerless — but don’t underestimate your impact. The more of us who refuse to overconsume, the greater the effect will be. If demand drops, the industry will have to adapt. 

So what is “less”? Limiting purchases to a maximum of 5 new garments annually is a sustainability target set by researchers to align with the Paris Agreement, aiming to keep global warming below 1.5°C. *

Buying less will also save you time and money.

Choose well.

When you’re about to make a purchase, consider asking yourself a few questions:

• Can I find it second-hand?

• Will I actively wear this piece for years to come? Does it suit my body and my style? Is it versatile? Is it well made?

• Who is selling it? Does the company have values you want to support?

Make it last.

The climate impact per wear goes down each time you wear a garment. On average, a piece needs to be worn around 270 times to be considered climate-smart. **

Repairing and remaking helps keep your garment in the loop for as long as possible.

And fun fact! Actively wearing a garment for a long time can actually improve your body image and overall well-being. ***

Sources:

* “Unfit, Unfair, Unfashionable: Resizing Fashion for a Fair Consumption Space”, 2022.

** Naturskyddsföreningens rapport: Monstret i garderoben, 2024.

*** Sustainable consumption does not have to be altruistic: Subjective well-being as a self-benefit driver of change towards sustainable anti-consumption of clothing. Vesterinen, Essi (2025) Acta Wasaensia 561. Väitöskirja. Vaasan yliopisto.