How we can protect the environment—from buying and wearing clothes to passing them on or responsibly disposing of them
Fashion is one of the most beautiful forms of self-expression. Our clothes tell a story about who we are, how we feel and how we want to present ourselves to the world. Behind every garment, however, there is another, much longer story: the production of raw materials, manufacturing, transportation, packaging, use and, eventually, the moment when we decide to part with it.
That is why it is not only what we wear that matters. How we choose our clothes, how we care for them and what happens to them when we no longer need them are equally important.
According to the European Environment Agency, the average person in the European Union consumed approximately 19 kilograms of clothing, footwear and household textiles in 2022. At the same time, around 16 kilograms of textile waste were generated per person. Real change therefore does not begin with one grand gesture, but with many small, everyday decisions. (Source: European Environment Agency)
The ReLove Style message is simple:
Dress like there’s a tomorrow.
Choose consciously. Wear your clothes with joy. Care for them. Pass them on. Give every garment the longest possible life.
Protecting the environment begins before we buy
Shopping consciously does not mean giving up fashion, colour or the special pieces that make us feel truly like ourselves. It means thinking carefully about what deserves a place in our wardrobe.
- Before buying a new garment, it is worth asking yourself a few questions:
- Do I genuinely need this piece?
- Does it work with the clothes I already own?
- Can I imagine wearing it in at least three different outfits?
- Do I feel comfortable and confident in it, or am I being influenced by a trend, a low price or a moment of excitement?
- Are the size and cut right for me?
- Would I still want to wear it a year from now?
- Will I be able to care for the material properly?
These simple questions can help us distinguish between a passing impulse and a genuinely good wardrobe decision.
A low price alone does not make a purchase conscious. It becomes a good decision when we choose something we can wear frequently, style in several ways and enjoy for a long time.
Do not buy for just one occasion
We have all found ourselves looking for an outfit for a particular event: a wedding, a birthday, a festive dinner or an important meeting. At times like these, it is easy to focus exclusively on that single occasion.
It is worth thinking one step further. Look for a garment that can become part of your everyday wardrobe after the event as well.
An elegant dress, for example, can be styled with heels and distinctive accessories for a special occasion. Paired with a denim jacket and trainers, the same dress can become a relaxed everyday outfit. A well-cut blazer can work with tailored trousers in the office, with jeans at the weekend or over a feminine dress for an evening out.
The more ways you can wear a garment, the more valuable it becomes to your wardrobe.
Choose quality, the right fit and timeless style
A garment can stay with us for a long time only if it is well made, comfortable and genuinely suited to us.
When shopping, it is worth examining:
- the material composition;
- the quality of the seams and hems;
- the zips, buttons and fastenings;
- the feel, weight and structure of the fabric;
- the care instructions;
- and whether the cut remains comfortable when you move.
There is no single material that is the perfect choice in every situation. Both natural and synthetic fibres can offer benefits, while each can also create different environmental pressures. The most important thing is that the garment is suitable for its intended purpose, durable and practical for you to care for in everyday life.
When shopping online, checking the size guide is particularly important. Take your measurements, compare them with the product information and do not rely only on the size you usually wear. Sizing can vary considerably between brands. Making a more accurate choice can help reduce unnecessary returns, repeated packaging and additional transportation.
The best garment is one we genuinely wear
The value of a garment is not determined by how often it appears on trend pages. What matters is how often we reach for it in our own wardrobe.
It is therefore worth building a wardrobe in which the individual pieces work well together. This does not mean everything has to be neutral, understated or minimalist. A patterned dress, a colourful blouse or a statement accessory can also remain a long-term favourite if it reflects your personality and complements the clothes you already own.
A well-functioning wardrobe may include:
- versatile wardrobe essentials;
- colours that complement one another;
- a few distinctive pieces with personality;
- tops and jackets that are easy to layer;
- styles that can be worn across different seasons;
- and accessories that can give the same outfit a completely different character.
We do not necessarily need more clothes. We need a better relationship with the clothes we already have.
Proper care can add years to the life of a garment
Environmental responsibility does not end at the checkout or when we place an order. How we wear, wash, dry, iron and store our clothes also affects the environment and the lifespan of each garment.
Before automatically placing something in the laundry basket, consider whether it genuinely needs to be washed. In many cases, airing it, gently steaming it or carefully spot-cleaning a small mark may be enough.
Wash more consciously
To clean your clothes more gently:
- always follow the instructions on the sewn-in care label;
- wait until you have a suitably full load before starting the washing machine;
- choose a lower temperature if the material and care label allow it;
- use the amount of detergent recommended in the dosing instructions;
- turn delicate garments inside out and place them in a laundry bag where appropriate;
- close zips, hooks and fastenings before washing;
- separate colours and fabric types carefully;
- avoid unnecessarily intensive spin cycles;
- and wash synthetic garments less frequently and on a gentle programme whenever possible.
Washing synthetic textiles can release microfibres into wastewater. Reducing unnecessary washing and keeping garments in use for longer are therefore particularly important. (Source: European Environment Agency)
Dry clothes gently
Whenever possible, allow your clothes to air-dry naturally. Tumble dryers use energy, while high heat and strong mechanical movement can cause some materials to wear out more quickly.
Knitted garments should ideally be dried flat so that they retain their shape and do not stretch. Shirts, blouses and dresses can often be gently shaken out and dried on a suitable hanger. This may also reduce the amount of ironing they require.
Strong, direct sunlight can fade certain colours, so always choose a drying location appropriate for the material.
Proper storage matters too
Careful storage helps clothes retain their shape and remain in good condition.
Heavy knitted garments should not be stored on hangers, as they may stretch over time. Fold them and place them on a dry, well-ventilated shelf. Use sturdy, correctly sized hangers for blazers, blouses and dresses.
Only place seasonal garments into long-term storage when they are clean. Marks and odours can become more difficult to remove over time, while soiled textiles may also attract pests. Instead of tightly sealed plastic bags, choose breathable garment bags or reusable storage boxes that can be closed securely.
Avoid overcrowding your wardrobe. If you can see and easily reach your clothes, you are more likely to wear them.
Repair before you replace
A missing button, a loose hem or a broken zip does not have to mark the end of a garment’s story.
Many small problems can be repaired in only a few minutes. If you cannot or do not want to sew, a local tailor or alterations service may be able to save a garment you were almost ready to give up on.
A well-cut, good-quality garment may be worth:
- mending or patching;
- sewing a button back on;
- repairing a seam or hem;
- shortening or lengthening;
- altering to fit your body;
- relining;
- or refreshing with new details.
Alteration is not only an environmentally responsible solution. It is also an opportunity to turn an older garment into something personal and unique.
Rediscover what is already in your wardrobe
Sometimes we do not need new clothes. We simply need new ideas.
Try long-forgotten garments with different accessories. Combine them with colours or silhouettes you have not considered before. A belt, scarf, blazer or different style of shoe can completely transform the same outfit.
Reorganise your wardrobe from time to time. Something you have not seen for months may suddenly feel like a new favourite. You can also photograph successful outfit combinations, making it easier to choose what to wear on busy mornings.
Rediscovering your own wardrobe is creative, budget-friendly and environmentally responsible.
If you no longer wear it, pass it on
A garment may no longer suit our size, lifestyle or personal style. That does not mean it has lost its value for everyone.
If it is still in good condition, there are several ways to give it a new life:
- Sell it.
- Give it to someone.
- Exchange it at a clothing swap.
- Offer it to a friend or family member.
- Donate it to an organisation that genuinely accepts and redistributes wearable clothing.
Before passing a garment on, wash or clean it, check all the pockets and repair minor faults where possible. Prepare it in the same condition in which you would be happy to receive it.
It is important to distinguish between a donation and waste. Heavily stained, damp, mouldy or unusable clothing should not be placed in a clothing donation container. The purpose of donating is to provide another person with something they can genuinely use.
Disposal should always be the final option
If a garment is no longer wearable, first consider whether it can be used in another way.
An old cotton T-shirt can become a cleaning cloth. Denim can be turned into a bag or storage container. Buttons, buckles and zips that are still in good condition can be saved for future repairs. With some creativity, an unwearable garment can be transformed into something entirely new.
If reuse is no longer possible, find an official textile collection point near you. Under European Union requirements, Member States have had to provide separate textile waste collection since 2025. However, the acceptance rules of individual collection points may vary. Always check which types of textiles the location accepts and in what condition they need to be. (Source: European Commission)
The preferred order should be:
- Continue using the garment.
- Repair it.
- Alter or redesign it.
- Sell, exchange or give it away.
- Reuse the material at home.
- Take it to an appropriate textile collection point.
- Place it in general waste only as a last resort and in accordance with local regulations.
The goal is not perfection, but better decisions
Environmentally responsible dressing is not a competition. We do not need to replace our entire wardrobe overnight, and every decision we make does not have to be perfect.
In fact, continuing to wear garments we already own—even if their materials may not seem ideal by today’s standards—can often be a better choice than discarding usable clothing and immediately replacing it with something new.
What matters is gradually changing our habits:
- Shop less frequently and more thoughtfully.
- Choose clothes you will genuinely love and wear.
- Care for your garments properly.
- Repair what can still be saved.
- Pass on what you no longer need.
- Take unusable textiles to the appropriate collection point.
Every additional time we wear a garment matters. Every repaired hem, every jacket passed on and every avoided impulse purchase is a small step towards a more liveable future.
Style with a future
Conscious fashion does not mean giving up personal style. Quite the opposite: it gives us an opportunity to understand ourselves better, build a more thoughtful wardrobe and place greater value on the garments we choose.
Do not ask only how a garment looks on you today.
Ask yourself:
Will I still love it tomorrow? Can I take good care of it? Could someone else wear it after me?
Because the story of a truly good garment does not end after a single season.
RELOVESTYLE — DRESS LIKE THERE’S A TOMORROW.
Discover the curated ReLove Style collection and choose garments that will not only make you feel good today, but that you can continue wearing and loving for a long time.
