I’m only buying 5 new pieces of clothing 2024.
In 2022, Vogue published an article by Emily Chan called ‘How Many Clothes Should We Own, Exactly?’ I was struck initially by the headline, and then by the irony of it coming from a cultural icon in the fashion world; Vogue, a capitalist beacon covering an anti-consumerist topic. I digress…
The article covered a 2022 report by Hot or Cool Institute, a Berlin-based public interest think tank, which explored the environmental impact of the fashion industry with a focus on fast fashion, overconsumption, and an equitable approach to fashion purchases.
“If no other actions are implemented, such as repairing/mending, washing at lower temperatures, or buying second-hand, purchases of new garments should be limited to an average 5 items per year for achieving consumption levels in line with the 1.5-degree target” (Hot or Cool Institute).
The report’s goals are informed by those set in the Paris Agreement: preventing the world from moving past 1.5°C in warming, the absolute capacity that we can handle to ensure a habitable planet. Here’s a look at some of the report’s highlights:
Target the Rich for a rapid and Just Transition
Because there’s a direct correlation between higher incomes + increased rates of consumption/carbon emissions, the most aggressive recommendations for reduced consumption should therefore come from the richest 20%.
There’s a (frankly, racist and classist) tendency to blame low-income folks for buying ‘cheap’ clothes. However, the science is clear: focusing our efforts on accountability for the wealthy will allow us to achieve our goals.
Towards a Fair Consumption Space
‘Reducing purchases of new clothes is the most effective action to reduce the carbon footprint of fashion consumption, leading to reductions 4 times higher than the next best solution (increasing the use time of garments) and over 3 times higher than what is considered achievable through the current pace of decarbonisation of the fashion industry.’
We should aim to limit new clothing purchases to ‘levels comparable to 2010 in most high-income countries’, while also implementing systemic change upstream in the fashion industry (eg. employing circular models, reducing emissions in production, etc)
System change, or not enough
The fashion industry needs system-level change in both production and consumption, by increasing production efficiency and reducing consumer purchasing habits. “Neither of these approaches alone can bring about the required reductions in carbon footprint.”
We cannot ‘technology’ our way out of overconsumption, and current approaches to mitigate fashion’s impact (in alignment with the 1.5 degree target) don’t do enough to emphasize alternative consumption opportunities.
“These results call for urgently addressing reductions in overproduction and overconsumption as the most effective strategies for reducing the carbon footprint of fashion” (Hot or Cool Institute).
So it’s settled! Only 5 new pieces of clothing for me in 2024. I know y’all will have questions so here’s the fine print (for me at least):
Not included: undergarments, secondhand clothing (but I don’t plan on going crazy on either of those).
Gifted clothing from brands WILL be included in this count for me
Clothing that’s part of a branded campaign I’m working on is not included in this count, however I will do my best to request fewer pieces as much as possible
I’m pumped to start this challenge and hope y’all will join me 🦋 stay tuned for more of my tips, experience, and updates on all things sustainable fashion!
Xoxo,
Sabs
