Nisolo – Ethically made shoes produce in Peru and fairly priced.
We often perceive that ethical fashion is more expensive than the average fast fashion labels. But what if I told you that your average clothes could be costing you more? Let me introduce you to the price-per-wear concept.
Price-per-wear helps you to estimate the value of your clothes based on the usage instead of the price. I have already spoken about trying to use your clothes at least 30 times, #30wears, and this is the same concept from an economical point of view. The more you use your clothes, the cheaper they become.
Studies have shown that on average, high street clothes are worn just 7 times*. Which means that the price-per-wear of your fast fashion garments could be substantially higher than clothes that are worn more. In order for us to wear something multiple times, we need to create some kind of emotional connection or possession ritual. This connection is created either by loving the garment or having an emotional story that relates to it or by wearing it repeatedly for the same activity. Of course, this can apply to any garment or product that we buy, but the good thing about ethical brands is that they tend to have alignment with our values. Often when you purchase from an ethical brand you get to see the people producing the garments, there is a story behind the concept and/or they are made locally. Which can build a connection with the product even before you own it and this increases the number of times in which we will end up wearing it.
What do you think? Is Ethical Fashion something you can afford?
Fair trade winds – Partner with co-op and artisans to create beautiful apparel and accessories.
Baldwin – A jeans brand that brought back American jeans concept by manufacturing in the US.
AAKS – Beautiful hand-woven handbags made by women in Ghana, a fair job that helps to empower women in their communities.
Love this post! Actually only 7 uses seems very little!