Why ‘wear, wash, repeat’ makes sense

Why ‘wear, wash, repeat’ makes sense Taylor Swift/ Folklore/ Republic Repeatedly wearing our favourite item has more advantages than you might think. It's like a "wearable hug", and it's better for the planet, writes Matilda Welin We all have certain items of clothing that we feel most comfortable in, and that we end up throwing on every day, even though we have 10 other garments that would fulfil the same purpose in the wardrobe. "What we wanted to challenge is the underpinning myth that cheaper garments are going to be poor quality and don't last as long and that therefore, we should be telling consumers to spend more money online," Leeds School of Fashion lecturer Mark Sumner tells BBC Culture. " Clothing in numbers 45% of people in the UK purchase clothing at least once a month Around one in eight shop weekly for clothes 25% of clothes in our wardrobes haven’t been worn in a year The predicted length of time people kept their clothes rose between 2013 and 2021 A pair of jeans is now kept for four years, compared with three in 2013 Source: WRAP/BBC In 2018, Anna-Maria Bauer, an Austrian journalist living in Southampton, went on holiday to New Zealand. "The emotional connection builds up over time," Sumner says.