Greener Closets: Understanding Practices of Acquiring Sustainable Fashion

Abstract

The fashion industry is a large contributor to climate change, therefore sustainable options to acquire clothing need to be further emphasised and explored. A gap regarding the practical aspects of shopping has been identified and by using theories of practice the ‘doings’ of practices within acquisition of sustainable fashion can be studied. Drawing on literature within practice theory and sustainable fashion, the purpose of this study is to explore the acquisition of sustainable fashion and the related practices of reuse, upcycling, sharing and buying new garments. Five focus groups with Swedish young professionals, together with additional methods, provided insights into how the practices are performed in the everyday lives of the practitioners, as well as what fosters and hinders them. The findings suggest five ways of acquiring sustainable fashion - reuse, upcycling, sharing, buying new garments and mixing practices. Links between materials, competences and meanings in the different practices were found and further analysed. Time emerged as a prominent aspect as it was continuously emphasised as a decisive factor. Conclusively, through the practice theory perspective, the different elements of practises of acquiring sustainable fashion were identified and the practices’ importance and connection to time. This study contributes with knowledge regarding how consumers act whilst performing different practices which could provide important guidelines for companies.