Is sustainable clothing really expensive? Here's how the cost-per-wear calculation works
Sustainable clothing is perhaps the most discussed point of doubt in our store. “I love it, but it’s expensive.” And to be fair: a price tag of €180 is more intimidating than one of €39. I understand that perfectly.
But price and value are two completely different things. The real question is not what something costs in the store, but what it costs you each time you wear it. And that’s where the cost-per-wear calculation comes in.
What is cost-per-wear?
Cost-per-wear literally means: the cost per occasion worn. It is a simple calculation: the purchase price divided by the number of times you wear a garment.
Take a sweater for €180. If you wear it 180 times, it costs you €1 per wear. That is less than a cup of coffee and often much less than clothing that you leave hanging in your closet after only a few wears.
Why this calculation is so useful for sustainable clothing
This perspective is especially interesting when it comes to sustainable clothing. These garments are made to last longer, to be worn more often, and to stay looking good, even after many washes. What I often hear in the store is: “This is the kind of sweater I reach for again and again.” And that is exactly where its strength lies.
So is cheap clothing always more expensive?
Cheap clothing is not automatically bad and expensive clothing is not automatically good, but in practice, you often see the same pattern. A cheap item is worn a few times, loses its shape, or no longer feels nice. It ends up at the back of the closet and eventually in the trash bag. The cost-per-wear then suddenly shoots up.
Compare that to a high-quality dress that you keep wearing year after year. To work, to a dinner, just on an ordinary weekday. That dress does its job and becomes cheaper with every wear.
How to apply cost-per-wear yourself
If you want to apply cost-per-wear yourself, it helps to ask yourself a few honest questions before buying.
- Would I wear this on an ordinary Tuesday?
- Does this go with several things I already have in my closet?
- Does it feel so good that I automatically reach for it?
If you can answer those with a resounding yes, there is a good chance it will be a keeper.
Does sustainable clothing break faster if you wear it often?
A common fear is that sustainable clothing wears out faster if you wear it often. That is not true. Sustainable does not mean indestructible, but it does mean that a garment is designed to be worn. Wear and tear is a part of life. Clothing that you save for special occasions never becomes cost-effective. Clothing that you wear does.
Cost-per-wear and the capsule wardrobe
The cost-per-wear concept also fits perfectly with a smaller, more conscious wardrobe. Fewer clothes, but better choices. Pieces that you can easily combine and that truly become a part of your daily life. Many customers notice that they end up buying less, but wearing more and enjoying it more as well.
Conclusion
The conclusion is actually very simple. Look less at the price tag and more at the usage. The clothes you love most are rarely the cheapest. But they are the ones you wear the most often.
FAQ: frequently asked questions about cost-per-wear
What does cost-per-wear exactly mean?
Cost-per-wear shows you what a garment costs per wear, instead of just the purchase price.
Is cost-per-wear only relevant for expensive clothing?
No, cheap clothing often scores poorly here because it is worn very little or has to be replaced quickly.
How often do people wear their clothes on average?
A lot of clothing is worn fewer than ten times. That is exactly where the problem arises.
Is cost-per-wear sustainable thinking?
Yes, because it encourages buying less, choosing more consciously, and wearing things for longer.
