Are You Ready To Take “The 30 Wears” Challenge?


Into The Eco - 30 Wears Challenge - Slow Fashion


Today we are discussing slow fashion and offering some pointers on how to begin the slow journey for yourself, right now. Starting with the 30 wears challenge. The good news is we are on the journey with you every step of the way and so are many others. So you are definitely not alone in this process. Yay.

We know how hard it is to make a conscious effort to slow down our buying habits. We are surrounded by advertisements on a daily basis specifically designed to make us want more, even if we don’t need it. The slow fashion movement is about resisting these overly tempting traps, ending our fast fashion habits and making the most out of our clothes. Most importantly choosing our clothes for love over lust and quality over quantity. Within this article, we are featuring some of our most loved clothes, worn way more than 30 times. 


Into The Eco - 30 Wears - Slow Fashion


My fav outfit of the summer, good for mix and matching, and generally feeling like a big kid

I just want to clarify this is not about quitting shopping altogether, the opposite, it is about valuing each piece we buy as much as possible and wearing it with pride. We think this is a much healthier way of shopping, not just for your own sanity and bank balance, but for our lovely planet.

Personally, outfit repeating has always given me much enjoyment, maybe I am weird but it is true. From a young age I remember, after finding an outfit I loved, my Mum always having to force me out of them (to her despair). It has taken me a while to realise I still have a similar mindset, the idea of fast fashion has never overly appealed to that part of me, and it feels good to finally accept it.


Into The Eco - 30 Wears - Slow Fashion

Into The Eco - 30 Wears - Slow Fashion

I have recently saved this oldie from the back of the wardrobe, loving wearing it again


A really easy way to start embracing slow fashion is through the 30 wears challenge. This is such an easily adaptable concept and will help us all become more conscious consumers. Started by Livia Firth and Lucy Siegle, two experts in the field of ethical and sustainable fashion. The sole purpose is to ask ourselves the question before we make it to the checkout…would I wear this 30 times? If the answer is no, then put it down, don’t buy it.

The 30 wears challenge asks us to look at clothes a little more objectively. Getting us all out of the habit of seeing clothes as a disposable commodity, and helping us to gain the full potential from our purchases. This will also help ensure that our hard earned money is well spent on clothes that will enrich our lives. Livia Firth wants us to “re-engage with the clothes we wear, thinking of them as investments rather than disposable easy come, easy go pieces.”


Into The Eco - 30 Wears - Slow Fashion


My old faithful leather jacket, beyond durable and timeless. It is great for layering over a hoodie when the weather gets chilly


The bottom line is we need to look at this as a positive, we are trying to help you see that there is joy in owning less. It is not about punishing ourselves or being overly frugal, it is about appreciation for our things by buying more efficiently.

The long-term effect of following this mantra is really worthwhile as it will help reduce the amount of clothing ending up in landfill every year, by extending the lifespan of the clothes we have. It has been said that 300,000 tons of clothing waste ends up in landfill every year (WRAP report’ 17). I will let that sink in.

Choosing better quality clothes, looking after them, wearing them 30 times or more, and extending the average lifespan of our clothes, by just three months of active use per item, would lead to a 5-10% reduction in each of our carbon, water and waste footprints. Garments that last longer reduce production and processing impacts, but only if new purchases are avoided. (WRAP report’ 17)



Into The Eco - 30 Wears - Slow Fashion

Can you tell that these Dr Martens have been worn a little more than 30 times? (We have a whole blog post dedicated to these babies)


Now, this sounds really boring to mention but also more energy efficient washing and drying of clothes has been proven to reduce the carbon footprint of our clothes too, such as doing bigger loads, line drying and reducing the temperature of the wash cycle. It can also help your clothes last longer if you avoid over washing. These simple changes reduce our collective yearly carbon footprint in total by 700,000 tonnes CO2e (3%).

We think this is great news! As this proves that we as consumers have the power to effect change in our day to day lives. So if you are feeling frustrated, like you can not make a difference, we are here to tell you that is not true. Individuals can effect change by making small conscious changes. Displacing the knee-jerk reaction to buy new is the strongest most impactful thing we can do right now as individuals when it comes to fashion.


#30 Wears

Into The Eco - 30 Wears - Slow Fashion

My beautiful Seek Collective silk colour blocking dress. Really great in the summer for a super comfy and easy to wear piece, also great in the winter for layering over jeans and a tee.


There is no shame in wearing the same outfit multiple times, quite the opposite. Since being on the slow journey I have found myself seeing my wardrobe differently. I haven’t found dressing for work in the morning as stressful, the dreaded feeling of looking into your wardrobe and screaming, “I HAVE NOTHING TO WEAR.” 

This feeling has stopped, (and it has not gone unnoticed by Josh), instead now I think more logically and understand what I am missing. Which will make the next shopping trip much more focused. I have also had a lot more fun mixing new outfits together that I normally would have never considered, which has made me feel better than ever.


Into The Eco - 30 Wears - Slow Fashion

Into The Eco - 30 Wears - Slow Fashion

My blue denim jacket is looking a little battered, but I am working on personalising it to give it lots of character


My advice would be, if you can imagine yourself wearing it 30 times you should consider buying it. If you can imagine yourself wearing it more than 30 times, maybe even for years, don’t even think about it. BUY IT. Your life will become easier in the process and your bank balance will thank you in the long run! You might even feel like you are making a statement, and isn’t that what fashion is supposed to be all about?

I think you are ready! Go on, you know you want to. Start the challenge today and see your clothes differently. We hope that you are looking forward to being part of the solution.


Into The Eco - 30 Wears - Slow Fashion

My Fav T-shirt, I am an 80’s geek


We hope you enjoyed this post and that perhaps it has led you to think about your wardrobe and how often you wear your clothes. Tell us what do you think about the 30 challenge in the comments below?

Love, Lottie xx

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#30 Wears

PS. I didn’t want to leave Josh out. Here is a picture of his beautiful Seek Collective shirt. He has looked great many a days in this.



  1. 5th November 2017 / 10:16 pm

    Thank you Odette, I am really glad you like the article.
    Too right, hopefully we can all see it as a fun challenge xx

  2. Dave Woods
    7th November 2017 / 1:19 pm

    Hi Lottie
    Great blog, as you know I wear all my clothes much
    more than 30 times it’s untill Jill gets fed up of seeing me wearing them lol
    Then we donate them to the Heart Foundation so it’s helps someone else and the charity benefits too
    Keep smiling Love you xxx

    • 8th November 2017 / 11:28 am

      Thank you for Reading xxx
      Very nice to hear your clothes are being put to a cause close to all our hearts xxxx

  3. 13th November 2017 / 3:55 pm

    This is great, I do something similar when buying things, first I really think if it goes with my style or if it is just an impulse buy, then I think 3 different ways to wear it with what I already own, if I can’t find three different outfits at that moment I won’t buy it, tbh now that I think about it, I do tend to have some impulse buys but most of them are pieces I’ll wear forever and ever 🙂

    • 14th November 2017 / 9:37 am

      That is such a good way of thinking! I am trying to do the same with all my new purchases too.
      It is actually really counterproductive when buying something new, getting home only to realised you actually don’t have anything to wear your new item with, so then you buy even more.
      Everyone will still give into impulse buys at some point in time I am sure, but as long as the mentality of wear it once then throw it away is moved away from, then I think there is some progress!!
      Thank you so much for taking the time to read and reply! This means a lot xxx

      • 14th November 2017 / 3:17 pm

        No problem, it was a great post that I felt I could share and add something to from my own personal experience, thank you for writing such helpful posts 🙂

  4. 14th November 2017 / 8:48 am

    What a great article Lottie.
    I’m also a big believer of recycling and I still wear outfits that I bought 23 years ago (just don’t ask my age)!
    Clothes I no longer love or can not fit in, I simply donate them to local charity. And we can always restyle what we’ve got, right?!!!
    Thank you for sending the message out!

    Vivienne X

    • 14th November 2017 / 9:44 am

      Thank you so much for your feedback Vivienne! I am glad you enjoyed the article!
      Haha I promise not to ask! I am sure you are still looking great in your old faithfuls!
      I have had a lot of fun seeing old clothes differently and mixing them with other items I never thought of before. Just a little imagination can go a long way.
      Giving to charity and recycling old clothes is a great thing to do, it does take more time but I hope that someone in the world can find a good use for the clothes we give away.
      I really enjoy having a look around the charity shops too, I recently found a beautiful dress, so now that has a new home with me!
      Have a great day xxxx

    • 9th January 2018 / 4:51 pm

      I had to chuckle, as I’m wearing a pair of Bass Weejuns that are over 20+ years and am staring at a throw blanket now that has been in my family for over sixty years!

  5. 9th January 2018 / 4:50 pm

    Hi Lottie. Growing up and wearing uniforms to school, I come from a generation where we wore certain items of clothing much more than 30 times before being cleaned. Although the white shirts we wore with the uniforms were washed by my mother on a weekly basis, the blazers, jumpers and skirts were cleaned during winter vacation and the summer.
    I wear wool. A lot during the winter and will go an entire season without washing or cleaning a sweater or pants or a skirt. I’ve learned this from my mother and my grandmother, my grandmother who refused to use a washing machine and washed everything by hand–it’s what she did in Ireland and continued to do so here, in the States. So for me, it isn’t necessarily being ecological, it’s just the norm. I think there are a great many people who do the same.
    My jeans–I definitely wear them far more than 30 times before washing. In fact, I only wash them when a certain area of the jeans starts to take on a rather “swampy” scent! And using the dryer for clothing. Not on my time. I air dry everything. It drives my husband crazy–he can’t stand going downstairs to see the clothes drying on the rack–then he stops and thinks of his own childhood in France and he gives me the French shrug and moves on.
    Will I stop buying in “faster fashion” shops? Most likely not–but I’ll stop and think more before making those purchases. And I’ll try harder to think about what I’m purchasing. However, I am happy and proud to have had a lifetime of pragmatic washing of clothes from my mother and grandmother who taught me well–and btw, my own children, who are all grown now, follow my ethical washing/drying practices!!

    • 9th January 2018 / 6:41 pm

      Wow, thank you for your great comment, you are right, caring for your clothes is a huge part of the cycle. Apparently on average 26% of the environmental impact in a garment’s life happens after it has left the store. That power is in our hands.

      A big part of being more eco friendly is washing our clothes only when needed, like you have said, at a low temperature and line dry! Apparently freezing your jeans is also good for freshening them up instead of washing, which is quite cool, because some of my jeans take a while to wear in again in after washing. Haha!

      I don’t believe anyone should stop buying if you find something you really like and will get lots of wear from it. The fast fashion purchases we discourage are the ones where it sits in our closets worn once and never again. I think the fast fashion solutions need to come from a top down basis, so more responsibility lands with the retailer to be more conscious, with a bit of a push from us at the bottom.

      Thanks again for taking the time to discuss this with us, great to hear you are passing on your wisdom 😀 xxx

  6. Pingback: WOW Blog
    • intotheeco
      30th March 2019 / 1:37 am

      Thank you kindly! We like to think so 🙂

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