Style Wise | Ethical Fashion, Fair Trade, Sustainability


The Moral Wardrobe: #30wears

Ethical Details: Dress - vintage; Cardigan - old H&M; Sandals - Sseko Designs

Have you heard about Livia Firth's #30wears campaign? The premise is built around cost per wear. When we buy a fast fashion piece, the item is likely to look tattered or be out of style before we can wear it even ten times. But a high quality item - though it may cost more up front - costs considerably less when worn over months, years, and decades. Here are Firth's guidelines:
At the moment of purchase, stop for a second and think: Will I wear it in six months' time? Will I wear it next year? Will I wear it a minimum of 30 times? If the answer is yes, buy it, regardless of which shop you are buying from.
 A few years ago, I decided I needed a sunflower dress. I searched high and low for an ethical option and finally found this one from Kissing Tree Vintage on etsy. I paid something like $50.00 for it, but I'm glad I did, because I wear it at least once a month. Over 24+ months, I'm well on my way to 30 wears.

I am bad about featuring clothing items I've already featured, mostly because it's not all that interesting to me and I don't photograph my outfits every day, or even every week. But I really love Firth's advice to think about the long term when it comes to choosing what to buy, and I love that this dress has become a fixture in my closet.


See my other posts wearing this dress here and here

I'm interested to know if you all have pieces you've worn over and over again.


  1. Good rules! My personal mental number is 50 wears, though sometimes that doesn't pan out in practice.

    Last week, I bought a secondhand dress that seemed fine in the changing room mirror, but when I wore it to work I realized it became SCANDALOUSLY SHORT when I sat down. Way too short for work, or home, or anywhere. I'm donating it back immediately--- one wear's pretty sad, eh?

  2. Great post. I like this campaign because it adds a new dimension to the questions I typically ask myself. It can be hard with children's clothing or maternity clothing but I strive for this goal there, too.