The culture of ownership is shifting toward a culture of use​​

Every year, over 100 billion pieces of clothing are produced worldwide. That’s twice as many as 20 years ago (Textile waste statistic). At the same time, according to the Ellen MacArthur Foundation, more than 60% of items are discarded within the first year of use. 

We have become used to owning things, buying on impulse, and rarely questioning it. But the culture of ownership is gradually shifting toward a culture of use. We are starting to shop more thoughtfully, use things for longer, and value them more deeply. 

Fast fashion has encouraged constant wardrobe renewal and a disposable mindset. Today, the textile industry accounts for approximately 8-10% of global CO₂ emissions and consumes around 93 billion cubic metres of water annually – more than what is needed to meet the basic needs of millions of people, according to UN reports.

Conscious consumption is not about asceticism or radical measures. It is about choice. About things that last. About materials that improve with time. About items that are meant to be used, transformed, and lived with.

Research shows that extending the life of a item by just nine months can reduce its environmental impact by 20-30%. Small shifts in behaviour can make a meaningful difference.