Guide
Buying Less & Buying Better
Created by
Redress
Quick Access
Learn more fashion industry terminology from the Glossary.
Quick Access
Learn more fashion industry terminology from the Glossary.
While we at Redress advocate for buying less clothes, there are bound to be times when we need or want new wardrobe items, whether it’s brand new or preloved (i.e. secondhand). Buying new items doesn’t make one irresponsible, but there are ways to become a more conscious and considerate consumer.
As consumers, we can vote with our wallets. What we choose to invest our money in is a ‘vote’ for the world we want, so it’s important we support brands that align with our values. To support you on your sustainable fashion journey, here are a few guidelines to follow.
Rule of thumb
Only Buy What You Really Love or Need
A great place to start with responsible consumption is to buy only what we really love and need. When we do so, we tend to cherish the item for longer. If it’s a ‘maybe’, it’s likely a ‘no’, so only invest in pieces that really inspire you.
This doesn’t have to mean spending a lot more on clothing! Buying from sustainable and high-quality brands can sometimes come at a premium due to factors like careful sourcing and fair wage practices. But it is not the only way to participate in sustainable and circular fashion. Choosing to acquire items that are preloved/secondhand instead of new is one way of shopping sustainably and affordably, and you can still apply the same rule of thumb.
Try It: the 30 Wears Rule
Here in Hong Kong, we’ve found that ⅓ of clothing in wardrobes is never or rarely worn1! Let’s change that by making more thoughtful, smarter choices.
This ‘30 wears challenge’ was started by climate activist Livia Firth in 2015, encouraging consumers to wear their clothes at least 30 times. While 30 is just a symbolic number (we should aim to wear our clothes even more times than that!), it’s a good starting point that forces us to pause and consider whether an item can actually stay in our wardrobe long-term, or if it is a wasteful purchase.
Consider the Cost Per Wear
While buying a fast-fashion item might appear to be a cheaper option, it actually becomes the more expensive choice in the long term when you consider the cost per wear. Cost per wear is a way to measure the value of a piece of clothing based on how much you wear it. Because fast fashion items are often trend-driven and poor quality, they end up being worn less and discarded faster, resulting in a higher cost per wear. Meanwhile for a higher quality item, worn over the course of many years, the cost per wear is lower.
How to Calculate Cost Per Wear
- Initial Cost: Start with the price you paid for the clothing item, divided by:
- Number of Wears: Estimate how many times you will realistically wear the item.
For example, if you buy a pair of jeans for HK$1,000 and wear it 100 times, the cost per wear is HK$10.
But if you buy a HK$150 dress and only wear it 3 times, the cost per wear is HK$50.
An added consideration is that high-quality garments can often be resold, recuperating some of the initial cost, whereas fast-fashion items have little to no resale value.
Before you shop
As much as possible, do your research on whether the brand you are interested in has clear sustainability goals and targets. You can also check if the brand offers services that support circular fashion, like repairs, alterations, or a responsible clothing collection programme that is transparent about how it recirculates or recycles clothing.
You can also download the Good On You app or check out the Fashion Revolution Transparency Index to help you understand how your favourite brand scores on environmental sustainability and social responsibility.
Choosing wisely
Check the Product Claims
When shopping, don’t just consider the price tag, but also the label, hang tag, or product description, which provide more information about the garment.
- Does the composition of the garment include a majority of better materials, such as recycled or upcycled materials?
- Has the garment been made using a zero-waste pattern or 3D knitting?
- Has it been manufactured using ‘cleaner’ processes such as waterless dyeing, or using natural dyes?
Prioritise Quality
When buying clothes, invest in pieces that are good quality, so they can last longer.
- Are the materials durable? Do they feel flimsy or sturdy? Will they pill or snag easily? Will the garment look new for long?
- Is the workmanship of good quality? Are the seams well finished or will they unravel? Are fastenings and embellishments well secured?
- Are the care instructions clear? Some materials require more attentive care than others — are you able and willing to care for them correctly?
After purchase
Caring for Your Clothes
Commit to caring properly for your new purchase so you can prolong its life. Make sure you follow the wash instructions provided, and when it has wear and tear, take the time to mend it. For a more comprehensive guide, check out this toolkit from EarthDay.org.
Here’s to buying less and buying better. We’re rooting for you!
