Sometime in late 2023 I decided I needed to change my relationship with fast fashion. I wanted to move a smidge – just a smidge – in the direction of sustainability. I knew I could never be someone who simply gives up shopping, or buys exclusively second-hand, but I thought, at my big age (42), I should be wearing better-quality clothes that aren’t stitched by tiny hands in a sweatshop. There’s no excuse. It’s an industry that exploits women and children, two of my favourite demographics (sorry, men).
I’m not sure where my old habits lay on the shopping spectrum. I would certainly buy myself a few bits every month, whether I needed them or not. I was dazzled by discounts and influenced by the stylish people I follow on Instagram. I had the ASOS Premier delivery service but would always throw three or four things into my basket to justify the postage. I’d treat myself to a new outfit if I was going away or had a big night out. If I liked a dress, I’d get it in three colours. Maybe this seems excessive, or maybe I sound austere. I have friends who rarely wear the same thing twice, and others who buy a new coat every seven years. I fell somewhere in the middle but knew I could be doing better. So I decided to just try.
January
M&S pants, €36
In January I made a new Note in my phone called Sarah Shopping 2024 to keep track of my purchases. There was no ambition to give up fast fashion entirely, rather I wanted to keep an eye on where I was spending my money. I love a bargain, so January would usually be a big month for my credit card. But every time my thumb hovered over one of my shopping apps, I stopped myself. When I became paralysed with the fear of missing out on some random thing that could be 70 per cent off, I took a deep breath. Why was I actually shopping? This made me question the difference between a need and a want, for possibly the first time in my life. Interesting.
Eventually, my friend and co-author Emer McLysaght influenced me to buy period pants because they met my goal of helping the planet and I can’t exactly make my period go away, can I? If only.
February
Stine Goya top, €106; Bohs jersey, €76; Reebok runners, €35
It’s clear that I was missing my old shopping habits by February. I purchased three items, making it my spendiest month of the year. But when I analyse what I bought, I can see I was on the right track. I picked up a pair of runners (on sale) to replace my old runners that were worn through. A top that was also on sale, and that I already had and loved in a different print. And a football jersey for my local team, who donate 10 per cent of profits to charity. Nine months later I don’t regret any of them.
March
No purchases
In March I realised that my mindset had started to shift. I unsubscribed from all my shopping mailing lists. Why would I allow brands to advertise to me 24/7? It’s madness. I deleted my shopping apps too. It was the first month where I set myself a goal of not buying anything at all, just to see if it was even possible. Guess what? I achieved it. And it was easy. The penny dropped and I realised shopping had become a habit. As someone who sucked her thumb until she was 30, I know that habits are difficult to break, but not impossible. Again, interesting.
April
Mickey Mouse sweatshirt, Depop, €11
After my March success, my goal for April was to buy no clothes and I went into the month feeling confident. We had a trip to Disneyland Paris with friends planned and the old Sarah would have been extremely tempted to buy us all the cringiest, most personalised matching T-shirts a Chinese retailer could offer. Not on the new Sarah’s watch! She bought one vintage sweatshirt second-hand on Depop. Unfortunately, it didn’t fit but it’s the thought that counts.
May
Disney sweatshirt, Penneys Paris, €18; Sunglasses, €135
In May we went to Paris, where it was colder than anticipated. I found myself in a Penneys and, with the disappointment of the Mickey Mouse sweatshirt weighing heavy on me, I bought a new one. While this wasn’t in my plan, I purchased it with the intention of adding it to my sweatshirt rotation. I am wearing it as I type and will continue to wear it until it becomes threadbare or I spill something on it that OxiClean can’t remove and it will have reached the end of its lifespan. Going forward, this is my new approach to fast fashion. I can’t avoid it completely – clothes wear out and need to be replaced; I sometimes will need a jumper in a hurry; Penneys do occasionally have nice bits – but I am thinking twice before I buy.
June
Cotton pyjamas, €25, H&M
With summer holidays approaching, in June I bought myself a pair of new pyjamas. These were a need, not a want. I’d sort of given myself the nod to pick up a couple of sun dresses too, but I never looked for them in the end. I go on holidays with my family and close friends and wear the same swimsuits every day. Why would I even need to buy anything? I was no longer under the thumb of Big Sun Dress.
July-October
No purchases
July, August, September and October came and went and I bought no clothes. Nothing. Nada. Zip. I barely even noticed. The habit was well and truly broken.
November
Official Oasis hoodie, €36
In November, I hoped to continue my streak but was targeted by an ad for an Oasis (the band, not the shop – RIP) hoodie from their official website. Yes, it was an impulse buy, and I’m not proud of that. But I’ll probably be buried in it. That’s if it ever arrives.
December
Chelsea Peers pyjamas, TK Maxx, €26
It’s December and I have made my traditional purchase of new pyjamas, which I will have opened on Christmas Eve. And that’s it. There have been no new going-out tops, or sequinned jackets or velvet trousers. I have been socialising like it’s my job but I’ve done it all in clothes I already own. I am finally free. My goal is to continue being careful of what I buy, and from where.
Want to kick the fast fashion habit? Here are the rules
- Understand that it’s not hard - it’s just a matter of breaking the habit.
- If you’re a frequent shopper, start with small goals. Cutting back becomes easier over time.
- Give Depop a go. We have Vinted now in Ireland too. If you are buying something, consider a one in, one out policy.
- Influencers want you to think you need new clothes to be happy. You don’t. They are selling a lifestyle that (no offence) you almost certainly don’t live.
- Fashion can still bring you joy! You can appreciate someone’s style without thinking about yourself. Admire their outfit and move on. You don’t need to buy those jeans.
- Wear clothes you already own, but differently. Add accessories. Change up your makeup. Try runners instead of heels. Get a haircut, for the love of God.
- If you want to wear something new for a special occasion, try a rental shop, such as Happy Days. Or simply ... don’t wear something new. It is possible.
- Realise that clothes are not disposable. Buy things with the intention of wearing them for years to come.
- Don’t feel guilty for shopping on the high street either. Buying things just to wear them once, or because they’re cheap, is where it becomes problematic.
Extracted from The BallyGobbard Project, the Substack from Sarah Breen and Emer McLysaght. For more, go to Substack
