The 365 Challenge

‘Redress it, don’t bin it’

The 365 Challenge is a one-year secondhand clothing challenge seeing our Founder, Christina Dean, only wearing 100% dumped, discarded or donated secondhand clothes to promote the ‘Redress it, don’t bin it’ concept. Every day, Christina will wear secondhand clothes, sourced with support of Friends of the Earth (HK) and styled by 12 illustrious fashion stylists, in order to showcase 365 inspiring ways to keep clothing waste out of landfill and in the fashion loop.

The challenge provides consumers with tricks of the trade to prolong their clothing’s lifespan in order to avoid landfilling functional and fashionable clothes. Along the way, it raises awareness about our high clothing waste rates to rattle consumers’ wardrobes and consciousness. Check out the campaign video here.

Why get Redressed? 

Fashion consumption has increased approximately 60% over the past 10 years. As a result, we have witnessed a general increase in clothing waste rates entering landfill. In Hong Kong in 2011, 217 tonnes of textiles were dumped into our three landfills – every day. In the UK almost 10,000 garments were dumped into landfill – every five minutes.

The environmental impact of landfilled clothes is detrimental since not all clothes are biodegradable. This adds pressure to landfills and results in the emission of a climate-change-inducing cocktail of chemicals.

Meanwhile, almost 100% of textiles are recyclable. They can be restyled, reconstructed and repaired in a multitude of creative and cost-saving ways. Finally, clothes can be recycled, upcycled or downcycled to give them a ‘new’ life – reducing pressure on virgin resources and landfill.

How to get Redressed?

It´s time for us to get Redressed. Join the ‘365 Challenge’ on Instagram. Witness our stylists using secondhand clothes, their sustainable stylekits and a huge dose of fashion activism to put secondhand clothes on the fashion frontline. Plus, soon we will be selling our stylists’ favourite secondhand outfits to raise funds for Redress and Friends of the Earth (HK) .

Be prepared to join us soon on a challenge of your own…

The stylists


The stylist: Tania Reinert, Co-Founder of A Boy Named Sue

The theme: Finding your wardrobe essentials

Co-founder of an online eco-boutique, compulsive traveller and occasional yogi. Born in Moscow, brought up in Spain, educated in London, now settled in Hong Kong. Having learnt about the dirty business of fashion, Tania with her partner Sam (who she met through blogging) decided there had to be an alternative. After failing to find an online store that combined ethics and aesthetics they decided that they spotted an opportunity and so A Boy Named Sue was born.

Download the style sheet here



The stylist: Julie Shah 

The theme: Durability – fashion that lasts a lifetime 

Julie’s background is as diverse as her experience in fashion. She is a mix of Indian, Italian and Greek origin and she was raised in the US and now lives in Hong Kong. Julie’s styling and photo-shooting experience in New York for clients including Proenza Schouler and Rouland Mouret, coupled with her Asian clients, Lane Crawford and Harvey Nichols, provide her with a unique insight into this month’s theme of durability.

Download the style sheet here