Buying less and wearing more: the simplest sustainable habit there is.
By Shreya S · Last reviewed 15 November 2026
What is slow fashion?
A response to fast fashion, borrowed from the slow food movement. The design researcher Kate Fletcher helped popularise the term in 2007. It means buying fewer, better-made things, valuing craft and the people behind it, and keeping clothes for years rather than seasons.
What is cost per wear?
The price of a garment divided by the number of times you wear it. A ₹20,000 coat worn 200 times costs ₹100 a wear; a ₹2,000 top worn twice costs ₹1,000. It is a way of seeing that “cheap” clothes are often expensive, and that a considered purchase can be the economical one.
What is the 30 wears test?
A question popularised by Livia Firth of Eco-Age in the mid-2010s: before you buy something, ask whether you will wear it at least 30 times. If the honest answer is no, leave it. It works for any budget, and it is a quick check against impulse buys.
How can I make clothes last longer?
Wash less and at lower temperatures, air-dry instead of tumble-drying, fold knits rather than hanging them, use shoe trees and dust bags, and fix small problems before they become big ones. A capsule of versatile wardrobe essentials makes it easier to wear everything you own.
Read on Ayerhs: How to Start a Sustainable Fashion Wardrobe · Overconsumption Is Uncool · How to Align Your Wardrobe With Your Values