"Sustainability" is the biggest buzzword in fashion.  Fashion designers proudly proclaim that their clothing "consist of 30% recycled fibers" or "woven by Bangladeshi workers who earn a living wage" or "created from a wholly carbon-neutral manufacturing process".

This is all virtue-signaling bullshit.  The only way to be "sustainable" is to STOP BUYING SO MUCH CLOTHES.  A study done in 2019 showed that the average American bought 68 new pieces of clothing a year.  That's the average American -- which includes men.  A similar study showed that women purchase 40% more clothes than men.  From this information, it is reasonable to surmise that the average American woman buys at least 80-90 new clothing pieces a year.

That being the case, our solution to the sustainability issue is this:  Buy only 1 new clothing item a week for a total of 52 pieces a year.  We define "1 piece" as a single skirt, blouse, dress, jacket or shoes (we don't include undergarments/stockings/socks as a single piece).  We don't care if the clothing is polyester, cotton, viscose, silk or whatever.  Just limit your purchase to 1 item a week.  For the holidays, it's OK to add 5 pieces for Christmas/Hanukkah shopping.  Our slogan is therefore "52 + 5"

What about used clothing?  Buy as much used clothing as you want.  Our intention is to reduce the amount of new clothing produced, as that directly relates to the sustainability issue.

If women reduce their purchases to "52 + 5" items per year, the entire paradigm of the fashion industry will change dramatically and for the better.  Fashion companies will be forced to reduce their manufacturing and focus more on quality over quantity.  Less cotton will be needed, less polyester, fewer trucks to clog the highways, everything along the supply chain will be reduced.  Fast-fashion retailers will be effected the most, as they are notorious for producing multitudes of cheap, disposable clothing.  Ultimately, we hope to see a lot less "shopping haul" videos on Youtube and more videos of people showcasing their well-made "1 piece of the week".