We recently commissioned a study “Clothing Consumption, Usage and Disposal Habits in Hong Kong” to reveal that two in five Hong Kongers only hold onto clothing for one year or less and nearly a third discard unwanted clothing items in the rubbish, contributing to the approximately 196 tonnes of clothing that enters Hong Kong's landfills every day.*
Our annual October initiative, Get Redressed Month, aims to change these behaviours by encouraging everyone to reimagine their wardrobes through reviving, restyling, rewearing and recycling clothes to make them last longer. This year, Get Redressed Month 2020 will kick off with an online competition, the “Hunt for the Oldest Piece of Clothing in Hong Kong”, along with a wide array of on and offline activities including a clothing drive, an educational toolkit for schools, a series of free events as well as a social media content series featuring inspiring stories from celebrities and local Hong Kongers.
COVID-19 Reshapes Hong Kong Consumer Fashion Behaviour
Two out of three Hong Kongers stated changes in their clothing consumption behaviours because of COVID-19, with more than half of the respondents recognising they had enough clothes and 30% understanding that their habits have an impact on the environment. These behavioural changes include being more practical with clothing purchases, re-wearing the same clothes more often than pre-COVID-19, and donating clothes to charitable organisations.
Other key highlights from the study:
Discounts are the number one purchase trigger for Hong Kongers when buying clothes
Almost one third of clothes in Hong Kongers' wardrobes are never or rarely worn, with impulse buying and purchasing clothing in the wrong style being two of the key reasons behind unused clothing items in closets.
On average, a Hong Konger’s oldest clothing item has been with them for six years.
Only 37% of those surveyed say they keep their selected oldest items because they are still in use.
“The global pandemic encouraged many of us to reassess our approach to buying and wearing clothes,” said Christina Dean, Founder and Chair of Redress. “Our study shows that in Hong Kong, people's clothing behaviours are not at all aligned with the United Nations’ Sustainable Development Goal 12: Responsible Consumption and Production. With fashion's environmental impact set to drastically worsen, our results prove that Hong Kong has a long way to go towards steering a more sustainable fashion industry. However, the study also suggests that the outlook is not all bad, with some consumers recognising that their consumption habits pre-COVID-19 were excessive. We hope that consumers will continue to reassess their purchasing behaviours and ultimately change their perceptions on how they can extend the lifespan of their clothes.”
The Hunt for the Oldest Piece of Clothing in Hong Kong Campaign
With 43% of survey respondents claiming that they keep certain items in their wardrobes because of sentimental value, Redress is launching the Hunt for the Oldest Piece of Clothing in Hong Kong to celebrate these stories and inspire more people to keep their clothes in use for longer.
We are inviting you to share photos and stories of your oldest piece of clothing via our social media channels, Facebook and Instagram or via our website.
The ten most inspiring entries will receive vouchers for pre-owned designer clothing store, HULA, encouraging consumers to embrace the beauty of pre-loved clothing. Five further entries will win a copy of the book Dress [with] Sense, Redress’ consumer guide to keeping a more environmentally conscious wardrobe.
To find out other ways you can take part in this year’s Get Redressed Month visit our campaign page.
* Hong Kong SAR, Hong Kong Environmental Protection Department (2019) Monitoring of Solid Waste in Hong Kong - Waste Statistics for 2018, Hong Kong: Hong Kong Environmental Protection Department. Available at: https://www.wastereduction.gov.hk/sites/default/files/msw2018.pdf (Accessed 16 Dec 2019)