22nd October 2020


It’s Time To Start Changing The Way We Think About Our Clothes

Can you imagine buying and wearing a piece of clothing at least 30 times?

If the answer is no, then altering your approach to purchasing clothes is more important than ever. We need to start thinking of our clothing as an investment to treasure, rather than something that is so easily disposable.


Allow us to introduce you to WearMe30Times; a ground-breaking, slow fashion initiative that will breathe life back into your wardrobe by encouraging you to get more wear out of your clothes. Why, you might ask? The more often we wear a single piece of clothing, the smaller our fashion footprint is – and that has a direct impact on our planet.

Ethical fashion brand Maakola and conscious consumption tech company Genuine Way have joined forces to ask the question; what is the lifespan of your clothes?
The two brands have come together to create a tool that will help consumers measure the lifespan of their clothing. This initiative is vital in teaching awareness of how much waste is caused by the fashion industry.

So, who inspired us and why?

It all started in 2016 when climate activist, and all-round female powerhouse, Livia Firth launched the #30Wears campaign. This awesome initiative focused on increasing awareness towards waste caused by the fashion industry.

Did you know that the fashion industry is actually more devastating to the planet than the airline industry? Yep; jeans are more of a problem than jets!

Here’s a little statistic for you: One recent study found that clothing and footwear accounted for 3,990 million metric tons of carbon dioxide in 2016, which is more than 8% of global climate impact.

Reducing our fashion footprint, is one of the easiest ways to tackle climate change, and this is where we come in.

WearMe30Times is relaunching #30Wears vital message  We want to change the way we think about our clothing. Seeing it as more of an investment and less disposable.

The shift from fast to slow fashion needs to happen to reduce climate change and make the industry more sustainable. WearMe30Times uses technology and gamification to truly engage with the conscious consumer.

So, what is our goal?

By slowing down the consumption of fashion and conditioning ourselves to wear what we own multiple times, we start making the conscious decision to buy less and wear more. We can also take the time to choose clothing that is made more ethically; both with the fabrics and production used and the people who made them. Good for us, good for the planet, good for everyone!

Collectively, we can move toward a more conscious model of clothing consumption. Our goal is to help you wear a garment at least 30 times.

And how can WearMe30Times help with that?

Here’s the really cool bit. We have created a tool that allows consumers to count how many times they are wearing their clothes by scanning a QR code placed inside each garment.

This means you will be able to digitally register each single use of a fashion item purchased by the brands that are joining the initiative. Looking at our clothing in this way brings us back to the original meaning of the word “collection.” A word that recalls something precious, something we can appreciate and treasure. We want to replace the cycle of; purchase-wear-throw away, with repair-restore-collect.

After scanning the QR code, you will be able to track how often you wear that item, take selfies for sharing on social media, win cool awards and coupons and be recognised as a brilliant, conscious consumer!

We’re launching soon!

The WearMe30Times campaign is officially launching in Milan on 22nd October 2020. We will be launching both physically and virtually (it is 2020 after all), to allow all partners to join in. If you would like to attend the event, let us know as soon as possible, as spaces are very limited. Email us here. Otherwise, to join in virtually, simply register here.
join the conversation

We will explore the impact that fashion has on the environment, and society.