what is the 30 wears challenge?

virtue + vice
Jun 29, 2017 · 3 min read

June 29, 2017

by Melanie — founder of virtue + vice

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Popularized by Liva Firth of The True Cost, the 30 Wears Campaign challenges you to ask the question “will I wear this 30 times?” before making a new purchase.

The 30 Wears Challenge is a great way for newbies to ease their way into the sustainable fashion world. You don’t need to give up buying the clothes you love or spend your days researching how ethical a company is. All you have to do answer honestly to one simple question.

The goal of the campaign is to encourage shoppers to buy less fast fashion and more slow, quality pieces that they will wear over and over again. The less we buy, over time, the less that will end up in landfills. And if we opt to spend out dollars on ethically and sustainably made pieces other retailers will follow the trend.

In today’s culture of fast fashion, we are so conditioned to never be seen in the same outfit twice and to always be chasing after the newest trends we put together some tips to help get you started on this new shopping philosophy!

three tips for finding the perfect 30 wears challenge pieces

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1. how many ways can I wear this piece?

A great resource is Un-Fancy, Caroline offers a worksheet and even an app to help you use what’s already in your closet, and refresh your wardrobe with what you need to create your capsule collection.

2. does it fit just right?

3. will this last 30 wears?

Samio put together one of our favourite capsule looks, maybe it’s the New Yorker in us but we love the way she took a few pieces in black and white and made so many versatile looks with them!

Send us photos of your capsule collection or when you complete the 30 wears challenge to be featured on our blog!

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