What is conscious consumption to you?

conscious sandals

To me, it’s an act of awareness. Awareness of our society and planet as well as ourselves. Essentially, being conscious of why we’re buying something and what effect that purchase will have on us and our society.

There’s a lot of talk about conscious collections and sustainable products, often suggesting that we can shop our way to sustainability. It’s of course not that easy, and conscious consumption therefore needs more layers. But what are these layers? Maybe it’s about buying something pre-loved, or something handmade by someone locally, or something made in an eco-friendly manner with reused materials.

But maybe it’s the conscious act of properly considering your purchase that is key? Doing your research into materials and production. Looking for something second hand instead of buying it new. Checking whether you can rent it instead. Or considering whether you can do without it completely.

Taking the time

Conscious consumption to me is also taking the time to properly question a purchase. Avoiding impulse buying and figuring out what you really want and need. You might change your mind in the process, you might realise you don’t need it after all, or you might find something even better that you can treasure for longer. This was definitely one of my key learnings during my no-shopping year last year, where I was listing things I was keen to buy once the year had passed, but once it had, a lot of the things on that list had been removed. Which is (anecdotal) proof that it probably would have been an unnecessary impulse purchase had I gone ahead and bought it straight away.

One of those thoughts that stayed with me during the whole year though was that I wanted to buy a pair of loafers or sandals from a small Swedish female-owned brand (Blankens) with conscious production in Portugal that I wanted to support. I’ve been following the brand for years and after a lot of thinking, and meeting the founder in their showroom in Stockholm’s Old Town, I recently treated myself to a pair of sandals for my birthday.

We can of course question whether we need to buy new things at all. Using what we have is always the most sustainable option, and buying something second hand is probably the next best thing. But every now and then, we’ll need (or want!) something new, and this is when we need to be especially aware of what being conscious means (and also be ok with the fact that we might not always be able to follow all rules). In my case with these new sandals, I went for a conscious brand that I believe keeps a sensible approach to production and consumption. After my conversation with the founder, where we were discussing the lack of investment in female-founded businesses, I was also convinced that in this case, being conscious also meant supporting women and female-led business.

Continue Reading

Is being a pioneer always tough?

renting fashion

That we need new ways of thinking when it comes to consumption and production to become more sustainable is no news to anyone interested in the field and concerned about our planet. And innovative solutions from companies, organisations as well as consumers are leading the way towards a, hopefully, better future.

But at the same time, we’re realising we can’t shop our way out of the climate crisis. Slightly changing our habits or going for the slightly more sustainable option won’t create the change we need. We need systemic change from the top and as consumers, we need to stop relying on only being consumers. We need to be citizens actively creating change.

New habits, new alternatives

The most obvious way of being a conscious consumer is to be one who consumes less, way less. But instead of instantly seeing sacrifices, we should see alternatives and opportunities. Opportunities to explore our existing wardrobes, opportunities to mend that blouse we’ve been meaning to fix, and opportunities to challenge ownership norms.

In our world of fast fashion it is extremely easy and cheap to own clothes, shoes, and accessories. We get thrills from filling up our wardrobes, even though we often buy stuff we end up never wearing. Re-considering the norm of owning all this stuff is a key aspect of our transition into sustainable fashion.

Renting instead of owning

I wrote about the topic of renting our wardrobes two and a half years ago and I must say I would have hoped we would have come further since then. I’ve definitely seen some more interesting initiatives since then with people like Kajsa Magdalena in Malmö, Sweden setting up a spacious and fun showroom where she hosts styling sessions and where groups of girlfriends come to get ready before hitting the clubs. A great way of making renting clothes fun and exciting where you can explore fashion you don’t have in your own wardrobe and might not be comfortable buying.

But people still seem to love owning their own stuff and the renting industry hasn’t quite kicked off as one would have hoped. And of course the pandemic has been brutal to an industry that mainly focuses on renting out fun and exciting fashion that you might want to rent for a party, wedding or conference. With no-one going to any parties, the need for this kind of fashion is limited and many in the industry have suffered. Some have had to pause their business and some, like Something Borrowed in Gothenburg, Sweden, have unfortunately had to close (but they’re selling out their stock at great prices if there’s something you really need and if you’re able to support them).

Being a pioneer, and being someone who takes the lead to introduce a new way of living and consuming is tough. But they’re super important and the rest of us need to support them to help them create the change we all so desperately need. I hope, once the pandemic is over, we can help them accelerate by re-considering our need for ownership and try new things, whilst trying and getting excited about new fashion.

Continue Reading

The joy of getting dressed in the morning.

getting dressed

The cancelled parties, the lack of social gatherings and the time spent working from home, on your own, are all for a good cause. Once you get into the routine of it, you make it work. But not being able to do all these things we normally take for granted is taking its toll on many and I’m definitely feeling it.

I’m finding it hard not to have occasions to look forward to or even occasions to dress up for. First I just considered it as a shallow reaction to the new pandemic lifestyle that I should ignore (because many others are having a way worse time than me) but now I’m not so sure anymore.

Getting dressed in the morning, choosing an outfit that makes you feel hot / powerful / cool / beautiful / happy is an important part of the day for many to give one self a purpose, a mission for the day or just a kick to get up and go. I’m finding that the joy of getting dressed in the morning is one I’m missing. Not having this as a routine for months on end does have an impact on motivation as well as mental health.

What should change?

Finding ways of living through this pandemic, that can help us last longer, stay socially and physically distant, keep people safe, but also keep ourselves sane, is important. As we seem to be facing an autumn of working from home and avoiding social gatherings, finding a new strategy might be needed. To stay motivated and sane. What’s worked so far? What do you want to change going forward? What could make this autumn better?

As July hasn’t delivered satisfactory summer weather I feel like I’ve spent most of the summer in jeans and warm jumpers. I’ve barely touched my summer clothes. The flowery skirt I thrifted and wore all the time last year hasn’t even made it out once this summer. And since I’m doing a year of no shopping, I haven’t done any pandemic boredom shopping (which I’m guessing many others may have been doing). I’ve just done nothing with my wardrobe and it’s starting to make me feel a bit sad.

So, the plan is to make more of an effort when I do leave the flat and also to use it as an opportunity to work through my wardrobe as part of the challenge of not buying anything new this year. Maybe do a style challenge or a capsule wardrobe challenge? Or make a conscious effort of wearing everything once to also potentially clear some stuff out at the end of the year that I’ve realised I’m no longer interested in wearing?

What are you currently wearing and what’s your pandemic wardrobe strategy?

Continue Reading

Challenging style, my wardrobe and conscious consumption

When it comes to sustainable fashion, there’s a lot of talk about materials and innovative brands, as well as second hand, renting and other initiatives that come from the sharing or circular economies. But I feel we hear less about the most sustainable fashion of all – the fashion we already own.

I’ve decided to explore conscious consumption even further this year by doing a year of no shopping. To explore happiness, ownership, capitalism and culture. The no-shopping challenge is a challenge in itself, but I also want to turn this into a style challenge. Making the most of what I have, wearing everything I own, and wearing it in new ways.

Challenges and aims

Over the years I’ve done slow fashion challenges and various style challenges and will continue taking part in these to give myself an extra boost. To explore my own wardrobe and my own creativity. I think I sort of know what I like and I’ve bought mainly second hand and sustainable fashion over the last few years, but I want to pause this. Pause it to use and mix what I have, rather than add to it.

I’m aiming to keep track of what I wear, what I really like, and I might feel I need to add to my wardrobe. At the end of the year, I’ll then be able to check whether I still feel this way and whether those are pieces I still feel I need to add.

The aim is also to share my slow fashion here on the blog as well as on Instagram over the year as a tool/reason to keep me going!

Continue Reading

Shopping too much, too often?

Second hand shopping

Fast fashion and mass consumption exists because big companies are able to push prices to extremely low levels for consumers. Whilst, of course, workers and the planet are paying the actual price. It means we can afford buying way more than we need and we often end up with stuff we don’t necessarily use that much or that we realise we didn’t even want.

We can see proof of this on the second hand market where a lot of unused items end up. Like the pair of trainers (above) I recently bought second hand that I assume have never been used. Which is of course great because it means I can get hold of a clean, fresh pair of trainers for way less money than if buying them new. And I save on water, carbon etc for the planet.

But I also wonder about these unused things on the second hand market. Because why do we buy things in the first place that we never end up using? Are too many purchases impulse purchases? Is shopping too easy and guilt-free?

Purchases out of boredom

We’ve gone from buying clothes to keep us warm to buying things that would position ourselves within our society. To, today, where we’re just buying things that give us an endorphin kick in the moment of purchase.

The shift towards an on online shopping culture has of course had an enormous effect on the rate at which we’re consuming when items are just a click away. It saves time and effort and gives us all of the things right there in front of us. I personally don’t do a lot of online shopping, especially not for fashion as I always want to try things on before buying. But I’ve gathered that some will solve this by buying several items in different sizes and then just send the ones back that don’t fit. (Which of course adds to the carbon footprint but that’s a different story.)

A report by University of Borås called ‘Clicking the boredom away’ shows that many consumers will just buy things online out of boredom, to escape reality and seek satisfaction in material things. Often on impulse. It may be done on the laptop, whilst watching TV and texting with a friend, so takes place when one isn’t even properly engaged with the actual shopping experience, but rather, influenced / challenged / triggered by other media.

Taking time finding what’s right

One can’t help but wonder what happened to taking the time to find something that feels just right, that ticks all the boxes? Trying something on several times, coming back to the store. Looking through the shop window. Saving up money or putting it on a wish list for Christmas.

Those days definitely seem to be over, although I’m hoping they’re coming back. For the sake of our mental health, our wallets, craftsmanship, and our planet.

Laptop bag

I’ve been meaning to buy a bag for work that’s smart and fits my 13″ laptop for ages. My backpack has been used for this purpose for as long as I can remember as I just haven’t found one that’s felt right. So I haven’t bothered because I didn’t want to just get one for the sake of it. It’s been a long time coming but I’ve now found one by O My Bag that ethically produces eco-friendly bags in India and I’m super thrilled.

Taking the time will always be worth it. A bit more time finding the right garment / item, in the right size and style, that we really like and think we will like for a long time. We’ll end up with items that’ll give us pleasure, not just for the moment, but for ages.

Continue Reading

A sustainable summer wardrobe.

Sustainable summer wardrobe

The most sustainable summer wardrobe is the one you already have. Avoiding the summer sales and new trends ahead of a new season, and not buying anything new is always going to be the most sustainable thing you can do.

Use what you have, and be creative with what you have. Maybe test yourself by styling and mixing clothes you don’t often wear – look at the back of the wardrobe for those pieces that you’ve forgotten about.

If you feel you’re missing something in your summer wardrobe, do a proper audit where you go through what you already have, and find what the gaps are. This way you can be specific in your search for summer clothes, rather than just doing impulse purchases at the sales.

And if you need something new, look second hand.

Sustainable summery fabrics

Natural fabrics are often the most sustainable ones, and as they’re also the most airy on hot summer days, they’re a great option for any summer wardrobe. Fabrics like linen and (organic) cotton breathe well and soft, silky sustainable options like Tencel and lyocell are also summer favourites.

A conscious summer edit

This wool/cotton skirt I bought second hand this spring is already my summer favourite. It’s soft and comfortable, works both for work and at summer parties.


Soft Tencel trousers by ethical and organic brand ArmedAngels.

Smart shorts that are appropriate for work are another summer favourite. These ones are also in Tencel, also made by ArmedAngels. For work I’m styling them with a pair of shoes I’ve bought second hand.

These two pairs of shoes are what I’m mainly wearing this summer. Veja trainers for slightly colder days and Kavat sandals for the warmed ones.

As loungewear at home I’m enjoying this Tencel top that I was gifted by OrganicBasics – a Danish brand with ethical production in factories in Europe and underwear made from sustainable fabrics like Tencel, organic cotton and recycled nylon.

Continue Reading

Who made my sandals?

Sandals

As fair fashion and mass production of clothes has taken over, we’ve lost touch with the makers of the things we wear. But the Fashion Revolution movement encourages us to ask the question of who made our clothes?

When the Rana Plaza tragedy happened on 24 April 2013, killing 1,134 workers in a collapsed factory in Dhaka, Bangladesh, it truly showed the horrific conditions factory workers work in. The long, difficult supply chains of the big brands, and pressure to lower prices, mean factories are cutting corners and the ones who suffer are almost always, the workers.

The tragedy inspired the team behind Fashion Revolution to start, once and for all, to fight, shout and campaign for real change. We’ve for a long time heard and read about poor conditions in the media but not much has changed, so a new fight was definitely needed, and I believe the Fashion Revolution was a good answer.

Asking the questions

The Fashion Revolution movement asks the right questions, and it makes the issue real. To ask who made our clothes, makes us appreciate what we wear. It makes us think about the craftsmanship and the person who’s put it together before it made it to the shop where we bought it. And it’s an honest and real question to ask the brands. Because they can’t just hide behind reports and numbers, they need to present real answers with real people.

Transparency, and more importantly, a fair and ethical supply chain is essential. All day every day. And it’s not something brands and media should promote only during Fashion Revolution Week. But the week helps shine a stronger light on this, which is good.

Summer outfit

What about my new sandals?

I’ve reduced the amount of new clothes I buy, and I try to mainly buy second hand. When I buy new things, I want them to be items that have been sustainably made and can last for a long time. So when I needed a new pair of sandals that I can walk many miles in, I went for a pair by Swedish brand Kavat – a sustainable brand with a transparent approach to its production.

Some of Kavat’s shoes are still created in Sweden but most of its production has moved to Travnik in Bosnia. During the Balkan war in the 90s, a lot of refugees and immigrants from this region came to Sweden. Many were shoe makers and as their skills were very much needed in Sweden at the time, Kavat hired many of them. So when the production grew and Kavat needed a bigger factory, Bosnia was a natural choice.

Kavat includes a lot of this information on its website, alongside further details about eco certification and sustainability. But, especially in light of Fashion Revolution Week, it’d be good to get more detailed information about the workers and their craftsmanship.

Holiday outfit

Here, I’ve styled my new sandals with a flowery cotton skirt I bought in a charity shop and a modal top from Swedish brand Indiska.

Continue Reading

The JWHF Style Challenge #2

Style challenge

One of my goals this year is to make the most of my existing wardrobe. To be more creative and to avoid buying new things. To appreciate what I have and to embrace slow fashion. A way to succeed is to do a style challenge every now and then, where you’re forced to think differently, maybe step out of your comfort zone and mix your clothes in new ways. You can create your own with your own style theme, or do a capsule wardrobe. But you can also join public ones as they may make you do things you wouldn’t think of otherwise, and the public aspect helps you stick with it, as you’re joined by others doing the same!

I did one in the autumn as Swedish blog collective Just Wanna Have Fun ran one, and it was one of the most fun fashion weeks in ages so when they’ve decided to run another one, I’m happy to join. And you should too!

The Style Challenge rules

Each day this upcoming week there’s a different theme for you to get creative with what you already have in your wardrobe, bring out some favourite pieces or maybe try some that you haven’t worn in ages. Or mix clothes that you don’t normally mix.

Monday: Mix patters – stripes, spots, flowers, anything goes, and more is more.

Tuesday: Layers – dresses over trousers, jumpers over shirts, or any other clothes combination you can think of.

Wednesday: Double denim – aka the Canadian Tuxedo where you can mix any denim pieces.

Thursday: The White Shirt – the trendy one, the classic one, the old-fashioned one, and style it however you want.

Friday: Vintage finds – favourite second hand pieces, that you’ve bought, been given, have inherited or maybe won in an auction.

Saturday: Leopard – or another favourite animal?

Sunday: Knits – a cosy, knitted, Sunday jumper to end the week perhaps?

Let me know if you’re planning on joining and what you’re planning to wear! If you want to follow others doing the Style Challenge on Instagram then follow #JWHFStyleChallenge

Continue Reading

Sustainable footwear that last over time

Winter boots

I’ve stayed away from the January sales as part of my aim this year to not shop much. But I’ve got a list (within my conscious consumption guide for 2019) of things I want to add to my wardrobe so I keep an eye for these things and the aim is to stick to the list and avoid impulse purchases.

Winter boots have been on the list since last winter (or actually pretty much since I returned to Sweden and realised I needed to update my footwear to survive the cold Swedish winters). As per my guide to consume consciously (and less), I’ve been looking for a well-made, quality shoe in a classic design that would last over time, rather than a ‘trendy’ one that wouldn’t. Also, as per my guide, I’ve looked for second hand options but haven’t been successful (not my size, not the right fit, not classic enough, too worn etc).

So when these classic brown boots from Swedish brand Kavat popped up in the Adisgladis sale, I went for it as I felt it was a good sustainable footwear match.

sustainable footwear

The boots have been consciously made without chemicals and Kavat is a brand with good sustainability, social and environmental credentials. Sustainable footwear and good quality shoes that can last a life-time is what the company aims for includes good tips on how to look after your shoes on its website. So I’ll look after them well and hopefully won’t have to buy another pair of winter boots for a very long time.

Continue Reading

One of the most fun wardrobe weeks in ages

Style challenge

I’ve never taken part in a public style challenge before so wasn’t sure what I would think of it, but the JWHF Style Challenge turned out to be both fun and creative, and I truly enjoyed it.

The challenge’s focus on creativity and colour was great as it encouraged you to use the more ‘fun’ items in your wardrobe that you may not wear that often. It forced me to be a bit more creative with what I have, and it was of course also a nice touch to do a colourful challenge this time of the year as autumn truly hit Stockholm last week.

A main benefit of doing a public challenge is that it helps you stick to it, so I’d definitely recommend a challenge like this one for anyone wanting to get creative with their wardrobe!

Style challenge

As my main reason for doing the style challenge was to get excited about my wardrobe I wanted to mix old with new, but with a focus on things I’ve had in the wardrobe for a long time. For Monochrome Monday I went for all blue as well as double denim, with old jeans and heels together with a lyocell shirt-dress from last year. On T-shirt Tuesday I used an old fancy t-shirt that I don’t wear enough, and on Pink Wednesday I brought out my dusty pink short-sleeved blouse that I’ve worn a million times over the last eight years. Light Saturday was probably the hardest day because the weather was grim and I barely left the flat, so when out for a walk I had to put on all sorts of layers. But I liked the idea of not giving in to autumn and only wearing dark clothes, but to bring some light to the season by sticking to light-coloured clothing!

Woolly jumper

Texture Thursday was probably my favourite day as I always enjoy mixing fabrics and textures. I went for a super fluffy handmade jumper together with my golden skirt that I wear all the time all year ’round, and added a bit of colour with my second hand flowery bomber.

Women's suit

Another favourite day was Fancy Friday as it encouraged you to bring out those fancy items that you don’t tend to wear too often, and I got the chance to wear my coral lyocell suit. I love it and it feels really special wearing it but it doesn’t come out very often as I think I feel a bit overdressed. But Fancy Friday was a great day to wear it and I’ll definitely try to wear it more often going forward!

Autumn outfit

The last day of the challenge was Oversize Sunday so I wore my favourite old oversized jumper that works both as loungewear at home and paired with fancy trousers – here with my super soft Tencel ones.

 

 

Continue Reading