Perspective
The case for buying less, and better
Priya Nandakumar · February 11, 2026 · 4 min read
Cost per wear is the only clothing maths that matters. Here is how the numbers actually work out.
A £30 sweater worn ten times costs £3 a wear. A £180 sweater worn four hundred times costs 45p. The second sweater is six times cheaper, and it is the one still in the wardrobe a decade later.
The maths only holds if the expensive thing is actually better made — which is why we publish the mill, the yarn weight and the construction method for every knit we sell. Price alone guarantees nothing.
It also only holds if you wear it. The most sustainable garment is the one already in your wardrobe, and the second most sustainable is the one you will reach for without thinking. Buy the colour you actually wear, not the colour you admire.
We build repairs into the plan. Every knit we sell comes with a yarn card for invisible mending, and our workshop will re-sole any Goodyear-welted shoe we have made for as long as we are trading.
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