Here’s a question worth asking before you buy anything new: will I wear this at least 30 times? It sounds simple, and it is. But it might be the most useful shopping rule there is. It saves money, cuts down on closet clutter and changes how you think about every purchase, from a $10 tee to a $300 coat.
Here’s where the idea comes from, why it matters, and how to build a wardrobe where 30 wears is the minimum, not the goal.
Where the idea comes from
The #30Wears idea was popularized by sustainability advocate Livia Firth, founder of the consultancy Eco-Age. The challenge is to only buy clothes you’ll genuinely wear 30 times or more. It’s an easy number to remember, and it works as a quick gut check in the fitting room.
Why it matters
We’re wearing our clothes less than we used to. The Ellen MacArthur Foundation’s 2017 report A New Textiles Economy found that worldwide, clothing utilization, meaning the average number of times a garment is worn before it stops being used, had decreased by 36% compared to 15 years earlier.
And much of that clothing ends up in the trash. According to the U.S. Environmental Protection Agency, landfills received 11.3 million tons of textiles in 2018, the main source of which is discarded clothing. Only 14.7% of textiles were recycled that year. We write more about this in keeping good clothes out of landfills.
The money side
The 30 Wears Rule also changes how you think about price. A $30 shirt worn twice costs $15 per wear. A $90 coat worn 60 times costs $1.50 per wear. Quality pieces you truly love almost always win on cost per wear. Shopping secondhand makes that math even better, because you get the quality without the full price.
To calculate cost per wear, divide what you paid by the number of times you’ve worn it. Try it on a few pieces in your closet. The results can be eye-opening, both for the bargains you never wear and the pricier pieces you wear constantly.
Questions to ask before you buy
- Can I name three outfits I’d wear this with, using what I already own?
- Does it fit my real week, including work, weekends and weather?
- Does it fit me now, or will it with a simple alteration?
- Is the fabric and construction good enough to survive 30 washes or cleanings?
- Am I buying it because I love it, or because it’s on sale?
How to reach 30 wears (and beyond)
- Buy for your real life. Choose pieces that fit what you actually do each week, not the life you imagine.
- Get the fit right. Clothes that fit get worn. A small alteration can turn a skipped piece into a favorite. The Elementals Laundry offers alterations and repairs in Acworth.
- Choose versatile colors. Pieces that work with most of your wardrobe get worn far more often. A capsule wardrobe is built on this idea.
- Care for them properly. Gentle washing, smart drying and proper storage keep clothes wearable longer. See our Clothing Care guides.
- Repair, don’t replace. A new button, zipper or hem can add years of wear.
- Clean only when needed. Over-washing wears fabric out faster. Here’s how often to dry clean a suit, for example.
Special occasions and the 30 Wears Rule
Some outfits, like a wedding-guest dress or a formal suit, may never reach 30 wears. That’s where secondhand shines. Buying pre-loved for occasions, and passing those pieces on afterward, lets several people get wear from one garment.
What about the pieces that won’t make it to 30?
Everyone has a few. The best thing you can do is pass them on while they’re still in great shape, so someone else can wear them. That’s exactly what consignment at Rire&Co is for. And every piece you buy secondhand on the Rack starts its next 30 wears with you.
Common questions
Does secondhand count toward 30 wears? Absolutely. Every wear you get from a pre-loved piece adds to its total life.
Is 30 wears realistic for everything? For everyday basics, easily. For occasion wear, aim to pass it on so it keeps getting worn.
Sources: Ellen MacArthur Foundation, A New Textiles Economy: Redesigning Fashion’s Future (2017); U.S. EPA, Textiles: Material-Specific Data.