In April this year Glamour magazine wrote that on average we wear an item of clothing just 14 times in the UK (not that they quoted the source of the findings). In France it's higher at 30 wears.

30 wears is also the number that Livia Firth, Co-founder and Creative Director of Eco-Age, puts on a purchase, saying "The biggest message is every time you buy something, always think, “Will I wear it a minimum of 30 times?”. If the answer is yes, then buy it. But you’d be surprised how many times you say no. That should tell you something about how the current model in fashion is unsustainable - and needs urgent change." (source)

I started to keep a record of how many times I wore new and new-to-me items back in October 2017, so I could see the items that were worn 30 times or more, and how long it took me to do so. It'll come as no surprise when I say that I've become fascinated by the amount of times I wear an item of clothing.

As well as keeping a tally of the number of times I wear certain items, I also keep a tally of my spending on clothes, shoes, and accessories in A Buyer's Archive. This has made me aware of how much I buy, and spend, and how much either never gets worn or is worn only a handful of times.

I've been doing this since the beginning of 2016 and as a result I've changed my spending habits. The biggest, if somewhat gradual change, is that I buy fewer new items from the high street, preferring to choose used instead.

Not only that the way I shop has changed too. I'm much more aware of what's in my wardrobe, and what I'm most likely to wear time and time again. Give me a well fitting pair of jeans and I'll wear them until they fall apart. Give me a summer dress that has fussy sleeves, that I can't put a cardy over, and it'll languish in the back of my wardrobe for most of the year.

Before I'd never question how many times I might wear something, or how long I might hang onto it. When I hadn't worn an item for a while I'd donate it to charity or, on rare occasions, sell it on ebay. And there's nothing wrong with that, but I want to reduce my consumption as much as possible.

When I started this blog nine years ago, fashion was very much disposable to me, and it's not something that I questioned. But more recently I began to feel the need to question it, to make changes to limit my contribution to the damage the fashion industry has on the environment.

I'm pleased with how my attitude and spending habits have changed over the years, but there is always room for improvement. I still feel I buy too much, and don't wear what I have nearly enough.

Having completed a Wearing it All wardrobe challenge over the summer, I was made aware of exactly how many clothes I own, carrying on that challenge into Autumn highlights this further.

So, I'm pondering a limit of buying just one item a month for 2020, switching my focus to making the most of what I currently own, and getting more of my wardrobe up to 30 wears and beyond.

You know I like a challenge, and this would be my biggest yet.