How to keep your clothes for longer as the cost of living crisis bites
At a time when prices are rising and the cost of living is soaring, fashion and clothing may not be high on the list of priorities.
However, despite the price hikes seen around the world, clothing stores appear to be seeing an increase in sales post-pandemic.
Why and will it continue like this in the coming months?
upcycling fashion
dr Alana James of the Northumbria School of Design believes that while inflation and the cost of living crisis will not have a major impact on the fashion industry, it is important to look at the product lifecycle beyond purchase.
“I think if we look at the cost of living crisis and fashion, it’s not just buying fashion. It’s the care, it’s the upkeep,” says Dr. James.
“Obviously energy costs are skyrocketing. So will we do as much laundry as we used to? Will we take care of (our clothes) with the same attention to detail and quality as we used to?”
Interestingly, humans have a more emotional and complex relationship with clothing. It is a way of expressing identity, personality and self-care.
She recognizes this and advises that individuals pay more upfront for higher quality clothing so it will last longer – as opposed to fast fashion which is cheaper but also of lower quality. As an added bonus, more expensive clothing usually means higher quality materials and therefore a longer lifespan.
“Personally, I would always suggest that individuals pay a slightly higher price for clothes. I’m not talking about spending on truly luxurious items, but buying the best quality you can afford,” notes Dr. James adding that would love to see upcycling become the norm and believes it has a lot of potential.
But for all its potential, she says thrift stores and websites like Vinted are playing a big part in shifting fashion and the way we consume clothes.
Out with fast, in with slow
Recent trends show that consumers are increasingly moving away from fast fashion and shopping more responsibly. This leads to the rise of slow fashion and sustainable fashion movements promoted by social media influencers.
But as upcycling continues to trend, no one was waiting for social media to get on board…
During the Great Depression through the 1950’s, mothers re-used flour or animal feed sacks, then made of cotton, to make clothes. Mills flour bags in the US were famous for their floral prints, which were later reused as clothing.
“Our parents and grandparents used to do that – reuse materials to make clothes or household items,” says slow fashion blogger Alexandra von myslowworld.
“When my shirts wore out, I would make little bags for lavender or use my old pants to make something new.”
Alexandra is from the Netherlands and started her blog myslowworld in 2018. She wanted to share her slow fashion journey when she realized the threats and negative effects of fast fashion. When she started she was a student, living on a budget and looking for ways to save money and get the most out of her clothes.
She has noticed fluctuations in people’s spending patterns, particularly in the wake of the pandemic and recent price hikes.
“After the pandemic, people in Paris lived like gods and said on social media, ‘Finally the outfit we were never allowed to wear’ — so people spent extravagantly,” she says. “But now with the cost of living crisis, I think people are starting to move away from extravagance to save money.”
Alexandra also taught herself to sew via free YouTube tutorials. But she says she wouldn’t necessarily recommend it to everyone.
“It’s an expensive hobby and it takes a lot of parts before you can make clothes – but if you have the time, it learns.”
Economical and stylish
To become more environmentally conscious, people are turning to upcycling to get the most out of their clothes.
Arielle Sidney is an upcycling influencer on Instagram. Based in LA, she is no stranger to thrift, upcycling and making her own clothes. She showcases her pieces on social media and youtubeto transform ordinary items into fun, outlandish outfits.
For her, thrift was a way to be creative while being affordable, which eventually paved the way for experimenting with sewing.
“Before the pandemic, I saved a lot, especially every time I visited a new city to find unforgettable keepsake pieces. But once I started sewing, I realized I could make my own cool, unique pieces without breaking the bank. I’ve been doing that since 2020.”
Arielle started her upcycling journey during the pandemic to pass the time.
With no sewing experience, she taught herself how to use a sewing machine. As she sews her own clothes to save money, she feels the effects of the livelihood crisis.
“I recently went to a thrift store that I used to frequent and found that the prices had essentially doubled, which doesn’t make sense since these clothes are being donated for free,” she says. “A used t-shirt shouldn’t cost $15!”
Upcycling as a business
According to the French National Institute for Statistics and Economic Studies, consumer prices increased by 5.8% year-on-year (June 2022). For the fashion industry, however, they only recorded a slight price increase of 0.5% in June 2022 compared to the same point in the previous year.
Jessica Solomon is a French small business owner, second.main brandwho specializes in upcycling.
When she started her company, she could not imagine doing without the materials and fabrics that were already in use.
“These materials already have a soul and needn’t be ashamed of newer pieces that just degrade in quality.”
Using second-hand clothes to avoid creating new materials is a necessity for her for the future. But challenges await…
“I think the challenge with upcycling and reusing is that it only cares about independent creators who haven’t industrialized the method,” comments Solomon. “It’s a skill that takes a long time, and we need to find a way to streamline the process of reinventing tomorrow’s fashion and making it affordable.”
To sum things up, here’s Euronews Culture’s quick guide to making the most of your clothes and saving a few pennies in the process: