How long should our clothes last? @liviafirth discussed with @bazaaruk last week 👗 With the uplift in big fashion brands launching 'sustainable' collections, it's key to remember the meaning of the word. @ecoage co-founder, @liviafirth says, "For fashion to be sustainable it must do what the word means: sustain in time." For years, the benchmark for how much use our clothing should sustain, has been 30 wears, which spawned from Livia Firth and @theseagull Lucy Siegle's thought-provoking '30 Wears Challenge', which began in 2015. “It was a very different fashion landscape as there was much less awareness and fewer brands doing sustainable work as well,” explains Firth to @megantldoyle. “So many people were coming up to me and asking me, ‘Where do I shop? What do I buy?’” While fashion landscapes have since evolved—with more layered conversations and awareness—overproduction and overconsumption of cheap disposable clothing is higher than ever. So how has this changed the longevity of our clothing? When we buy clothing, should we be considering how we will wear and use it for the next 30 years or is #30wears more realistic? Let us know what you think in the comments below 👇 . . . #30wears #fastfashion #climatecrisis #plasticcrisis #overconsumption #fashionsustainability #lovedclotheslast #30wearschallenge #climatechange #climateemergency #climateaction #climateactivist #climateactivism #rewearyourwardrobe #ecoage