100 Wears

100-wears is a fantastic concept designed to help you shift your consumption from fast and frequent, to slow and considered.

Whether you’re a seasoned eco-conscious shopper or just dipping your toes into sustainable fashion, a great tool to adopt is the 100 Wears rule.

Understanding the 100 Wears Rule

The 100 Wears rule is a fantastic concept designed to shift your buying habits from fast and frequent to slow and considered. It’s a rule that plays a significant role in my sustainable styling services and influences my personal choices. And it’s easy to adopt.

I adopted a simple rule: I’d only buy items predicted to withstand at least 100 uses. The “100 uses” metric simplifies decision-making and encourages both me and my clients to transition from short-term buying to investing in our wardrobe’s future.

Origins of the 100 Wears Concept

The 100 Wears Challenge wasn’t my invention; I built upon the foundation laid by Livia Firth’s 30-wears concept, which I have recently discovered originated from Lucy Siegal.

I firmly believe that investment pieces should endure beyond 30 uses, which is really only the equivalent of one month, so I changed it to 100.

By applying this metric to my wardrobe, my approach to investment in clothes began to shift. Plus 100 wears is much easier math for the average person to do on the spot without needing to grab a calculator. Dividing by 30 isn’t straightforward mental arithmetic to do on the spot – 100 is a lot simpler.

This transition, adding on an extra 70 wears felt right for me. 100 Wears aligns better with sustainability by focusing on increased longevity and timeless style.

Why Aim for 100Wears with Your Clothes?

In today’s fast-paced fashion industry, clothing from fast-fashion giants rarely reaches the 30-wears mark. With brands like H&M producing over 3 billion items annually, it’s no surprise that we’ve developed a disposable relationship with clothing. I’ve even compared our addiction to fast fashion to our fast-food culture in an ITV news feature.

In today’s throwaway society, it’s common for clothing, especially for women, to be worn 1 to 3 times before being discarded. A survey by Barnardo’s Retail in 2015 revealed that 33% of women consider clothes “old” after wearing them fewer than three times.

Why Modern Fast Fashion Isn’t Made for 100 Wears

Today, fast fashion is supersonic, it’s now called ultra-fast fashion – often (not always) the pieces are made quickly to withstand just a few washes and wears. Fast-fashion brands that were around in the 1990s and even 2000s made much better quality pieces then than they do today. So you might find vintage items on preloved sites do hold up to 100-wears or more.

Modern fast fashion lacks characteristics such as :

  • longevity,
  • durability,
  • repairability,
  • recyclability
  • eco-friendliness (polyester, for instance, sheds microfibers into the ocean).

Brands like Pretty Little Thing quickly turn around products, identifying trends and selling them within three to four weeks, emphasising fast and cheap over long-lasting quality.

We need a conscious shift, one that leads us to understand the real value of our clothing: how it’s made, where it’s made, who made it, and the resources it consumes. This understanding helps us identify and see the true cost and inspires us to ensure our clothing is properly cared for, and lasts for generations. The 100-Wears concept feels aligned with the new relationship we all need to form with our clothes.

Getting Started with the 100-Wears Rule

Before investing in anything new, apply basic math: divide the upfront cost by 100. Working with a sustainable stylist like myself, you’ll be encouraged to buy items predicted to last at least 100 wears or uses. This metric isn’t limited to clothing; it’s a fundamental tool for assessing sustainability and long-lasting quality.

If an item is projected to reach 100 wears or uses, it’s not just an investment; it’s a long-term asset. Calculate the Cost Per Wear (CPW) to understand your long-term Return on Investment (ROI).

The #100Wears Rule & Capsule Wardrobes

Considering that #100Wears spans just three months, it’s crucial to apply this rule to investment pieces when building a capsule wardrobe. If a capsule collection isn’t your style, think about the stress of an overflowing, chaotic wardrobe. Remember capsule wardrobes don’t have a size limit. You can have a maximalist capsule – it’s all about the pieces working together to create cohesive options for outfits.

Starting your day with wardrobe-induced stress affects your outfit choices and overall well-being. A tidy wardrobe, curated with care, borrowing the 100wears principle before new items enter it, can still bring you lots of joy and excitement to your daily getting routine.

By applying the #100Wears rule, you’ll not only wear the same high-quality items more often but also significantly reduce your long-term fashion expenses. Additionally, a curated closet contributes to mental well-being, ensuring that each day begins on a positive note.


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Your wardrobe should be a source of inspiration and confidence, not a daily stressor. Adopting the #100Wears rule and building a sustainable wardrobe can make a significant difference in your life.

Embrace Sustainability Through the 100 Wears Challenge

The 100 Wears Challenge is more than just a fashion rule; it’s a transformative shift towards sustainability. By adopting this practice, you’re not only making conscious choices but also setting a new standard for the fashion industry. It’s a commitment to slow and considered fashion, prioritising longevity and timeless style over fast and frequent buying.

As we’ve explored, the fast-fashion industry churns out billions of items annually, leading to wasteful and disposable clothing habits. However, by understanding the value of our garments, we can bring about a conscious shift. Each of us has the right to know how our clothing is made. Brands should tell us who made it, where it’s sourced, and the impact it has on our planet. Sadly this isn’t available from most brands.

Whether you opt for a capsule wardrobe or a well-organised closet, the benefits are clear: less stress, more joy, and significant long-term savings. The 100wears concept isn’t meant to hamper you, what it will do is push you to be more creative and see how many ways you can style your clothes.

The sustainable journey starts with a simple challenge aim for over 100 wears from all your clothes. By following this principle, you’re investing in your wardrobe, empowering yourself to make meaningful choices, and contributing to a more sustainable future. As we continue to build a world where sustainability is the norm, remember that every garment’s journey begins with that very first wear.

The #100Wears rule isn’t limited to clothing but extends to building a sustainable lifestyle.

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