BUY LESS, CHOOSE WELL, MAKE IT LAST

THREE STEPS TO THE CONSCIOUS LIVING PHILOSOPHY in fashion


1. BUY LESS

Create a capsule wardrobe. Love the things you have.

Standing in front of an overflowing wardrobe does not make people happier. The more options we have, the more complicated and confusing it can be to put together the perfect outfit. 'If you have too many options it creates anxiety because our brains aren't designed to deal with that much choice.' (Annmarie O'Connor). The growing over-consumption hasn't increased the overall satisfaction of those who over-consume. If you have less, you can enjoy and celebrate those few things more and longer. Look at your wardrobe as a mirror of your life and discover your personal style with the things you most value.

For the 1st time the use of "capsule", meaning "small and compact", was mentioned in the Oxford English Dictionary in 1938. The term "capsule wardrobe" appeared in American publications as early as the 1940s to denote a small collection of garments designed to be worn together harmonized in color and line.

"A capsule wardrobe is a concise, curated selection of timeless clothing. It can vary from person to person based on our differing lifestyles, but the best pieces are the kind that can be worn at work, during cocktail hour, and dressed down on the weekend. Streamlining your wardrobe streamlines your life. With a capsule wardrobe, you never feel as though you have 'nothing to wear.' It's assuring to know you only own pieces that can be paired easily and always look chic. It's also great for the environment, as well as your wallet, to buy better and wear longer." - Misha Nonoo

2. CHOOSE WELL

Go for sustainable clothing. Prefer natural fibres.

The common natural fibres are cotton, linen, wool or silk. They are good for you and great for the environment. They are biodegradable and can be recycled.

The common synthetic fibres are polyester, nylon, elastin and spandex. They are made from chemicals and crude oil, and hold 60% of global clothing production. They are non-biodegradable and difficult to recycle.

The production of a polyester t-shirt emits 6 kg CO2, whilst the production of a cotton one is three times less 2 kg CO2.

The energy required for the production of 1 ton of polyester fiber is at least 105.000 MJ, whilst the energy required for a cotton one varies from 12.000 MJ (for organic) to 33.000 MJ (for conventional).

After every washing, synthetic clothing releases yearly around 0.5 million tons plastic microfibres that contribute to the pollution of the aquatic ecosystems like lakes, rivers, seas and oceans. Through the food chain they are first consumed by water habitants like fishes, and then by us.

Natural fibres are environmentally sustainable, moisture-wicking, breathable, durable and heat-responsive. They are softer and gentler on the skin. The choice to purchase natural fibre clothing reduces the toxic burden on you and on the environment. And besides, natural fibre materials have been used to make clothing for thousands of years.


Read more here about CONVENTIONAL vs ORGANIC cotton



3. MAKE IT LAST

Invest in quality. Choose an enjoyable lifetime experience.

There is a significant decline in the clothing utilization by 36% globally, compared to 15 years ago, and in some countries it adds up to even 70%. Garments are discarded after just seven to ten wears due to their low quality. This means we are cluttered with piles of needless items in our homes and the landfills, when in fact the fashion concept began as a powerful tool of freedom and liberation.

A timeless design and high-quality materials guarantee a longer lasting comfort, coziness, confidence, durability and value of high standards. You look better and feel better. And in the long run it's also a better investment for yourself and for the environment.