There's no doubt about it: Sustainability is a hot topic right now, and for very good reason. Whether it's how we consume our food, package our beauty products or navigate the high street, there are few areas of life where our consumption isn't being brought into question.
Sadly, fashion is one of the worst offenders in the sustainability stakes, and as fashion editors, this is a conundrum we face every day. The inevitable fact is fashion has always been driven by the new and the novelty—it is, by its very nature, a word that denotes passing fads and changing tastes. However, while we don't have all the answers, we do our best to incorporate a more mindful approach to shopping where possible, whether it's championing sustainable brands, prioritising lifelong style over fleeting fads, questioning certain trends or simply celebrating the joy of an investment piece. Yet there is one area that we are particularly passionate about, and that's vintage clothing.
Most mornings at Who What Wear HQ, you'll find at least one of us wearing a newly discovered second-hand piece. We love the hunt and the deep-seated satisfaction that comes from finding that one-of-a-kind gem. For us, it's a no-brainer—vintage is generally cheaper and better made than its high street counterparts, and, best of all, you won't bump into anyone wearing the same thing. It's all about renewing, recycling and closing the loop in fashion production.