By Kathering Duffy (Adam Smith Business School) and Deirdre Shaw (Adam Smith Business School)

Currently, UK citizens buy more new clothes than anywhere else in Europe and throw away over a million tonnes of clothing annually (UK Parliament Environmental Audit Committee, 2020). This represents both a challenge and an opportunity to transform our approach to clothing. For many of us we have spent most of the year wearing significantly less of the items in our wardrobes. In our most recent research, we found the stop imposed by the pandemic resulted in time and space to organise, imagine and become more engaged with our clothing. Despite reports of high levels of fast fashion sales during lockdown, we found, those in our research engaged more meaningfully with what they already owned.

Whilst things might look different this year, 2020 has allowed us to reflect on what and who we value. Many of us have tried new things, picked up new hobbies and skills, and connected with our neighbours and local area in new ways. This is also an opportunity to rethink how we approach our clothing, this festive season and going forward:

  1. Rewear. Organise your wardrobe and celebrate what you already own. Give your clothes a new lease of life, rewear that outfit and reconnect with why you loved it in the first place.
  2. Repair before you replace. Small rips, holes, missing buttons can be fixed. Check out online tutorials, or visit your local cobbler or tailor
  3. Buy pre-loved. Opt for second hand over new – check out charity shops, consignment stores and vintage.
  4. Shop small and local. Support the small businesses who are making products with care whilst supporting that local neighbourhood you have appreciated this year.
  5. Buy with longevity. Avoid impulse or wear it once buying. Take time and space to think about what clothing you want to invest in and that you will want to keep

As a New Year’s resolution, challenge yourself to get to know what clothing you already own. Tools, such as the Save Your Wardrobe app, can help facilitate this.

If you would like to learn more about our research, please contact:

First published: 10 February 2022

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