The No New Clothes campaign is spearheaded by Remake, a global organisation advocating for climate, social and gender justice in the fashion industry. The campaign runs from June 1st to September 1st and challenges you to not buy any new clothes for 90 days. Here’s why it matters.
It allows you to reset your relationship with fashion.
In a world that is fast getting defined by hyperconsumerism, No New Clothes pushes you to press pause on your shopping habits. It affords you space to reconsider your consumption patterns and encourages you to buy more mindfully. Basically, bootcamp for your closet. When you come back from your 90-day detox, you get to decide what you enjoyed, what you didn’t, what you can do without, what you can’t do without and what lifestyle changes you would like to incorporate in the long-term.
The good news is, it’s not a crash diet. Because, as we know, those don’t really work. So while you’re not buying new clothes, you can choose to upcycle, work with fabric you already have and swap, borrow or even buy secondhand, if you really need to. ‘Everyone has their own version of the challenge, with some choosing to refrain from shopping altogether, while some only apply the challenge to brand new clothes,’ says Emily Stochl, Director of Education & Community Engagement at Remake, and host of Pre-Loved Podcast. ‘It is truly a personal journey, meant to help the pledge taker stop and reflect on how they wear their values.’
It helps build community.
No New Clothes has had more than 1300 pledge-takers in both 2021 and 2022. ‘Remake started the pledge as a way for the community to come together and collectively reset their relationship to fashion consumption,’ says Stochl. ‘The idea was that it takes 90 days to build a sustainable habit, but you can sign up at any point during the challenge.’
Since the first No New Clothes challenge, in 2021, pledge-takers and sustainable fashion advocates and enthusiasts have been coming together to support each other, with ideas on how to make it through. Taking on the challenge with friends, as with all things community, is a great way to join hands towards a common goal. ‘Each of us can play an active role in changing the fashion industry for the better, and this a great starting point,’ adds Stochl.
A critical aspect of the challenge is supporting small business, especially those that work with deadstock and upcycled fabric, and those selling vintage and secondhand goods. It’s also a great opportunity to support your local tailor, by mending, altering and/or upcycling garments you no longer wear, or working with fabrics you already have.
It brings to the fore issues that affect the fashion industry.
Fashion has a massive problem, when it comes to overproduction, overconsumption and waste. By refraining from purchasing new clothes for three months, each of us gets the opportunity to reflect on how we consume and dispose. It also helps with shaking off the pressure that comes with following trends. And by not giving in to trends, you’re keeping your hard-earned money out of the pockets of companies that hurt the planet and the people who make our clothes. Fast fashion exploits garment workers and engulfs them in a cycle of poverty. So when you stave off buying mindlessly, you are doing your part in protesting against the modern-day slavery perpetuated by the fashion industry.
The average piece of clothing is worn only seven times before it is discarded. Not buying new clothes gives you the chance to wear and rewear your clothes, helping reduce fashion’s waste problem. According to Remake, each person who signs up for No New Clothes saves up to USD 471, or approximately INR 40,000. So not buying new clothes also gives you the opportunity to later invest in an item from a sustainable brand that may otherwise seem inaccessible due to higher costs. You could even indulge your family and friends with a gift from a sustainable brand, introducing them to the wonderful world of conscious fashion.
It has a positive ecological impact.
When you don’t buy new, you reduce your carbon footprint and limit the waste you send to landfill. According to Remake, every person who signs up for the No New Clothes pledge helps save on 9,705 litres of blue water and 207 kg of CO2 emissions, while reducing 9.1 kg of waste going to landfill. Over the last two years, that has added up to 31,54,125 litres of blue water preserved, 67,275 kg of CO2 emissions prevented and 2,958 kg of waste that didn’t end up as waste. Talk about impact!
It encourages you to try new things.
Not buying new is not the same as not enjoying fashion. In fact, working with what’s already in your closet gives you a wonderful segue into experimenting with new styles. When you’re not buying new, and have an event to attend, you’re more likely to dig into your trunks and take out your least worn dresses and try out something new. Or borrow from friends and family, or even swap. You could even try renting. But most of all, have fun with the clothes you own, by wearing them in different ways!
Have you signed up for No New Clothes yet?
