Buy less, choose well, make it last.

Buy less, choose well, make it last.

The renowned fashion designer and icon, Vivienne Westwood, has a powerful message for all consumers - "Buy less, choose well, make it last." We couldn't agree more.

The Atlantic reported last year that as recently as the 1990's most clothing was still manufactured in the US, and Americans bought far less apparel and accessories. The stats show that the average American buys twice as much as they did in the 1990s, which equals 64 items of clothing and more than 7 pairs of shoes every year. The shopping culture of the past 25 years is a result of the development of "fast fashion." Consumers want to buy more and pay less, which forces the apparel industry to produce clothing faster and cheaper, leading to lower quality and higher rates of disposal after only a few wearings.

Luckily, we are seeing a shift in this culture of overabundance. In 2014, a Nielsen Study found that 41% of Americans stated that they would pay more for products from socially and environmentally responsible companies.

Dame Vivienne had this to say in 2013 following London Fashion Week:

"It doesn't mean therefore you have to just buy anything cheap. Instead of buying six things, buy one thing that you really like. Don't keep buying just for the sake of it.

"I just think people should invest in the world. Don't invest in fashion, but invest in the world."

Here is a video of Dame Vivienne talking about capitalism and clothing from 2014, which is shows the level of discussions that we should all be having about how to continue to shift our culture to promote social and environmental protection.

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