I Bought ZERO Clothes for a Year. What I Would (Not) Do Again

Are you trying to break free from fast fashion and make more ethical clothing choices?

I’m sharing my experience hoping it’ll inspire you and spare you from making my same mistakes.

I might be the co-founder of a sustainable fashion platform, but years ago, I used to be a massive shopaholic.

When Primark opened a branch here in the Netherlands, I even took a train just to do a huge haul.

But after watching a fast fashion documentary and discovering the expensive cost behind those cheap items, a switch was flipped.

Initially, I started only buying second-hand clothes. Then, I went from doing hauls regularly to not buying a single garment for a whole year.

Here’s what I’d do again and what I’d do differently, if I were you!

What I’d do again to quit fast fashion and overconsumption 

Getting super creative with my existing clothes 

Fast fashion brainwashed us into thinking we can’t be seen with the same outfit too many times (or even twice) but that’s just unsustainable (and also… why?!).

Instead, I embraced repeat outfits. But that doesn’t mean I didn’t crave variety too, sometimes!

So, instead of buying clothes, I put together new outfits by pairing up the items in my wardrobe in creative ways.

Tucking tight dresses into skirts, wearing crop tops over turtlenecks… You name it!

Borrowing from friends and family

Once again, “wearing something different” doesn’t have to mean “buying it”.

I’m particularly lucky because I LOVE my mother’s style, and she kept so many gems from past decades.

But I bet there’s lots you can do too, from looking for forgotten pieces in your old wardrobe or boxes to being open about your resolution with friends and family (and of course, offering to lend your clothes to them, too).

For example, when I talked about how I irreparably tore my vintage Levi's, a friend remembered that hers had just been gathering dust in her closet since it didn’t fit her, and she offered it to me.

Planning ahead

Going on holiday? Attending a wedding or party? Halloween?

When we leave it to the last minute, it’s easy to panic and fall for yet another fast fashion impulse purchase (or a plasticky fancy dress or random piece you’ll never wear again).

Instead, when we plan ahead and embrace self-expression, we unlock so many options and opportunities. 

For example, I once unleashed my creativity by putting together a Halloween outfit (a Hook costume) using what I already owned, and when I shared that I had an event coming up, my aunt lent me a beautiful dress.

Being just as mindful with second-hand clothes 

I initially went through a stage of replacing fast fashion with thrifting. But that was a problem. 

And not “just” because vintage and second-hand clothes aren’t as ethical as we’d like to think (unfortunately, they play a big part in waste colonialism): I was supporting overconsumption and chasing the same dopamine rush… because I was still addicted to shopping!

That’s why, during my cold turkey experiment, I didn’t buy any second-hand clothes either. 

What I’d do differently or wouldn’t do again

Going cold turkey without addressing the underlying issue

Overconsumption feels good in the moment, but it’s designed to keep us unhappy in the long run, trapped in a vicious cycle of always needing more.

So, when I suddenly stopped buying clothes, my brain was still craving those dopamine hits, and I initially started ‘treating myself’ to fill a void (for example, by buying super expensive coffees).

I then began to address that instead, and I worked on feeling fulfilled and good about myself.

I was skeptical too, initially, but exercise really helped. So did yoga, cooking mindfully, and doing something for others, like visiting family.

Doing it all on my own

Yes, I was lucky to borrow clothes from friends and family, but I still felt like I was fighting a battle on my own. At times, it was hard, especially when most people kept bragging about their latest Shein hauls or used shopping to socialise.

So, what I recommend doing instead to make things easier for yourself is finding like-minded people and spaces, both online and offline, and leaning into what I call community fashion: thinking of clothes as something we can share and circulate while working towards the same mission.

For example, stay inspired by subscribing to substacks (like Gatekept and TrueStyle) or our newsletter, and swap clothes with people in your area through platforms like The Clothing Loop.

Falling for greenwashing

Right after my 0 clothes year, I walked into my local H&M branch and was positively surprised to find a conscious collection. I bought various clothes right there and then.

After looking into it properly, though, I realised that using a slightly better material for parts of a brand’s range doesn’t make that purchase sustainable, especially when it’s designed to follow trends and be disposable.

Now, I buy less but better, supporting brands that design, produce, and market their clothes ethically, promoting a conscious approach.

Being so strict

Going cold turkey was an interesting experiment and taught me a lot.

At the same time, though, it’s been years… and I still feel a bit guilty whenever I buy new items, even though I do it consciously and rewear them +30 times!

My biggest takeaways, after my year of going cold turkey with new clothes

• Being a shopaholic is wayyyyy more normalised than I ever imagined! – People love talking about their hauls and latest Shein purchases, without worrying about how those clothes were made (often in sweatshops) or the consequences of their overconsumption. So, when you don't have anything to contribute or have a different opinion, it can feel uncomfortable. On the plus side? Eventually, this deepened my relationships with the right people, as we started treating fashion more consciously and discussing it like an art form 
• I feel happier with a more balanced and conscious approach – Rather than being too strict or following someone else’s blueprint or lookbook, I’m encouraging you to find your style and embrace fewer but higher-quality clothes that make you happy whenever you rewear them. Unapologetic self-expression >>> following trends

That year of going cold turkey changed me so much that I eventually co-founded Project Cece to help eco-conscious consumers find the right sustainable clothes for their style, budget, and ethos.

You can now browse hundreds of fair trade brands in one place, with filters to simplify your choice. 

I hope this helps you embrace sustainable fashion more smoothly!