Ethical and sustainable purchase: when can it be affirmed?

Ethical and sustainable purchase: when can it be affirmed?

You know, high fashion is made up of spectacular and unique garments, which, however, are usually purchased by the lucky customers of luxury fashion houses to be worn at an event, an evening or a special occasion and then never again.

But when can a purchase be defined as truly ethical and sustainable?

Without a doubt when used multiple times and not thrown away after a single wearing.

In this sense, activism has tried to set the bar: a purchase can be defined as sustainable when it is used at least 30 times, even if some have raised the bar to a hundred wearers.

Fashion is following the new trends of reuse, recycling and reconditioning.

To make sure you have a sustainable wardrobe, it would be useful to stop before each purchase and calculate the cost per wear.

Cost per wear: what it is

The “cost per wear” is a very simple calculation: all we have to do is divide the cost of our garment by the times we will wear it.

The challenge on social media has officially started: it is the # 100wears challenge and is already depopulating on the profiles of ordinary people but also of influencers and stylists.

The concept is simple and starts from a famous phrase uttered by those who know fashion without a doubt: Vivienne Westwood used to say “Choose well, buy little, make it last over time”.

The new philosophy of foresight

According to a study by The Guardian magazine, 49% of respondents decide to discard used clothes without asking themselves the problem of reusing or recycling them in a conscious way.

Precisely to change this trend, many fashion brands have activated a second-hand collection service: just go to the store where you bought the garment, return it and have in exchange a voucher that can be used for a new purchase.

Serena Poma
Serena Poma
A journalist ever since, I love turning the world's events into sentences and lines that can take readers "inside the news", leading them to explore the current happenings with me through my articles. My professional background has allowed me to gain insights into the encounter of two apparently incompatible worlds: luxury and sustainability. Guiding businesses in this direction as a communication manager and event organizer has made me aware that, now more than ever, it is by respecting ourselves and our planet's resources that we should start to create real value.

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