In the world of fashion, the market is saturated with a plethora of brands. From high-street fashion giants such as Zara, to high end fashion houses like Dior, we are very spoilt for choice. It’s an exciting playground for anyone with a bit of imagination but do we really need to purchase new clothes every season of every year?
When creating Capital London, we wanted to breathe life into every active woman’s wardrobe by bringing high quality, wearable staple pieces that fit in with her day to day lifestyle. We wanted to steer away from high fashion styles and coloured patterns as we know these pieces only last one season.
As our manufacturing ethos is focused on sustainability, investing in classic styles and colours is key to lowering the fashion wastage each year. We love fashion, but we don’t want our clothes to come at the cost of people or our planet. In the UK alone, we are responsible of 1.7 million tons of clothing wastage that ends up in landfill.
To decrease the amount of landfill of unwanted items, here’s our guide to investing in only what you need:
CHOOSE QUALITY OVER QUANTITY
Low cost clothes are often low cost for a reason. High-street retailers can drive down the cost of garments by cheaply constructing the garments from low cost fabrics in low cost factories. This exploits the industry workers and promotes negative environmental impacts on the planet. Garment longevity is at the core of our design ethos, creating items you will want to keep forever. Our pieces are made from non-toxic Italian fabrics that have been crafted in European factories to ensure they last you for years to come.
KNOW WHAT SUITS YOU
On average, the UK consumer wears 40% of their wardrobe. We often reach for garments we know we will feel comfortable and confident in time and time again. Once you know what looks good on your body, stick to it. Invest in pieces you know you will use everyday and that will suit your overall style.
CAN YOU WEAR IT IN THREE YEARS TIME?
Think about the longevity of the item you’re buying. Will you wear it in 3 years time? Is it a classic style and fit? Our Founder gave us a classic example. Tatiana kept a pink polka dot coat in her closet for almost 5 years without wearing it once. She then resold the coat to Vestiaire Collective to make space in her wardrobe. Steering away from these purchases can help limit excess unwanted landfill and it will also make it easier to pick out an outfit.
WARDROBE VERSATILITY
Think about how many different outfit combinations you can make with the garment. Will the item go with everything you have in your wardrobe? Crazy prints and wilds designs may look good for that one event, but are you going to be able to wear it again? Our collection is made in a range of wearable colours, perfect for fitting seamlessly into your wardrobe.
If the item of clothing checks all of the above boxes, you may have found yourself a wardrobe winner or your next investment piece. Your smart purchase decisions may not change the world, but together we can make a small step in the right direction. Investing in timeless classics is the best way to build a great wardrobe that lasts.
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