What is the Rule of Five?

Love fashion, but care what it’s doing to our planet? Us too. The truth is, all the supply chain transparency, legislation, material innovation and regenerative agriculture in the world, is not going to get us to our 1.5C targets by 2030. Instead we just have to stop buying so damn much. And in western countries with first world economies, that amounts to just 5 new items a year.

How we worked it out

This comes from a report published by the Hot or Cool Institute. You can see how they crunched the data in this post here. Note: for different countries, different counts apply. Because the truth is while the richest 20% in the UK emit 83% above the 1.5-target, 74% of people in, say, Indonesia live below sufficiency consumption levels of fashion.

Join the crew

This community is for all those who want to try and cut their fashion purchases. Here we share new ways to enjoy fashion that aren’t just buying something new. Brands and retailers know they need to build these new business models too, because the ones they have at the moment just aren’t sustainable. So if you are one of those brands, or you just someone who needs help cutting back (and don’t we all), then come join us.