How To Shop Less and Live More
Sustainable fashion content creator Emily Fenves got burnt out by fast fashion. This led to some important discoveries and life changes.
“I fell into the sustainability space after quitting fast fashion in 2021. I had become majorly burnt out with my own consumption habits (namely buying fast fashion). I was exhausted with my own consumption, opening packages, returning things, ultimately spending my time in a way that no longer made me happy. I began a quest to learn why we, as a culture, are addicted to shopping.
The Problem: Fast Fashion Addiction
I would find myself browsing new arrivals of my favorite brands almost daily, and buying weekly. Often I wouldn’t love what I bought and quickly return it, or would purge it after a few wears because I wasn’t happy with the style or quality. As someone who has always used fashion as a creative outlet, I thought I was shopping so often because it was somewhat of a hobby, supporting my interest in style and fashion. What I didn’t realize was that I was a part of a cultural phenomenon of overconsuming, strategically and pervasively supported by fast fashion marketing.
I believe that our society is addicted to dopamine. We experience a sense of pleasure when we are buying something new, opening the package, and using it for the first time. But that feeling fades quickly, partly because of the way we are marketed to.
The Solution: The Rule of Five
It was not hard to quit fast fashion (which speaks to how burnt out I was). In fact, over the past 2 years, I have challenged myself to only buy 5 brand new pieces of clothing per year, and am so grateful for that experience.
Vowing to only buy 5 new items per year has really helped me shop more mindfully, and analyze what I truly want to fill my closet with. I recommend the Rule of Five to EVERYBODY, especially if you are someone who is unhappy with your current consumption habits. There is so much power in making a positive change, and this challenge activates a sense of control and creativity, which I hadn’t expected. Again, do a digital detox and rid your circle of any temptation. You’ll be surprised to see how often you DON’T want to shop after starting the challenge.
My experience with the Rule of 5 was nothing less than enlightening. I came to understand my shopping triggers (fall always seems to trigger me into wanting to buy new things, as well as boredom), learned that not shopping made me feel more creative and fulfilled with what I own, and I became more calm and felt less discontent. It was not hard, surprisingly. I suggest it to everyone, especially those that think they couldn’t be successful.
To make the transition easier, I recommend doing a digital cleanse: unfollow fast fashion influencers, delete shopping apps, unsubscribe from marketing emails. Take a step back from your current habits and take time to reflect on your shopping triggers. Is it when you are sad, happy, bored, distracted? Take note, and try new things to fill your need to shop.
The Shift: Embracing Sustainable Alternatives
I dedicated my free time to other things that make me happy: exercise, meeting friends, trying new coffee shops, going on walks, thrifting.
I wanted to share what I learned with other people who felt similarly to me, and began sharing my learnings via Instagram. I also created a brand directory that is really a starting guide in ethical fashion. There are so many amazing brands to choose from, but I have a focus on small, independent brands that I have tried and been loyal to over the years. These brands encompass ethics and sustainability throughout their supply chain, in their products, and in their marketing. For plus size shoppers and men, I recommend looking for brands via Good on You and ReMake Our World, who have more extensive directories.
Sustainable style/fashion is all about longevity, which I often talk about on my social channels. Aside from embracing what truly makes you feel whole and comfortable, I always recommend investing in pieces that will last longer than 7-10 wears (which is the average amount of wears per piece in the United States before an item is purged). How is the quality, what is the fabric composition, is the style one that can last seasons and years? Could it be passed down to a loved one after your use? These are great questions to ask yourself when shopping both first and secondhand to build a more sustainable wardrobe.
Resources and Recommendations
If you want to learn more about sustainable fashion, I recommend following the Sustainable Fashion Forum, Remake, and Fashion Rev. Great books to read are Aja Barber’s Consumed and Conscious Closest by Elizabeth Cline.
Once I learned about the negative consequences of the fast fashion industry, I couldn’t look back. I couldn’t keep supporting an industry that was built on exploitation and environmental destruction. I even find shopping fast fashion secondhand difficult because the quality is often so poor.
The Lander Line
Instagram @thelanderline