The 365 Challenge
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.
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.
Check out our monthly style sheets to be inspired and join us soon on a challenge of your own…
|January: Essentials||February: Durability||March: Swapping||April: DIY|
|May: On trend||June: Consumer care||July: Little black dress||August: Restyling|
|September: Repair||October: Shop Smart||November: Reconstruction|