American Express

Fashion that lasts: Why you should invest in your wardrobe

By Caroline L Hamar, Contributor

Fast fashion is defined by Good On You as a need “to get the newest styles on the market as fast as possible, so shoppers can snap them up while they are still at the height of their popularity, and then, sadly, discard them after a few wears.”

It has turned fashion into a convenience rather than an art form. When producing clothes became cheaper and then were sold cheaper it meant people saw clothes as disposable, but just because it worked for our budgets doesn’t mean it worked on our fulfilment. With so much fast fashion we have found ourselves purged.

In a 2019 Vogue article about the emerging trend of made-to-order, Marshal Cohen, NPD chief retail analyst, says “fashion is no longer about looking like one of a million but one in a million. Brands and retailers that are driving the market today are about innovation and personalisation.” We want something unique. At a time when fashion is accessible and over produced having something different is now a definition of style. That can mean, made-to-order, personalisations or customisation and one-of-a kind pieces. However we think all of these can be summarised as, investment pieces.

Why? Because investment pieces deconstruct the mass-production concept of fashion. They don’t conform to trends, seasons nor time and instead are pieces that can withstand changes in all of these things. Typically they are more expensive items, usually because of the quality in materials and manufacturing however, they are always considered “worth it”. Lone Design Club is all about representing designers with an individual vision which means we are full of investment pieces. You could say, we’re the people to come to when you’re looking for these timeless styles.

Timeless styles are ones that promote something more than just style, it can be difficult finding what to invest in. But, for example, basing clothing on your passions and values rather than trends. Like, Gung Ho, a London based label that weaves meaning into their prints by illustrating environmental issues. The Founder, Sophie Dunster is interested in creating walking “talking points” with her fashion. Her sweatshirts embroidered and silk screened with animals such as the puffin, bee and water cow make an intricate and beautiful statement.

Investment pieces should last a long time, sometimes it can be a classic style or wardrobe staple that is simply very high quality. For example, Lobos and their Como collection of mini bags crafted from the finest, ethically sourced, Italian nappa leather.

Bentivoglio Paris is another incredible brand that offers luxury, ethical and timeless fashion accessories inspired by nature that respond to environmental issues using eco-friendly, ethical and sustainable fabrics. The Woody Bag could definitely be considered an investment piece as it is bound to last you a lifetime. It comes in two colours - black and beige so you can choose whichever suits your style best! Did I mention it's on sale...?

We’ve discussed the idea of garments that never go out of style and the celebration of culture is something that never will. Yoroshiku 4649 and Tokkou both use fashion to express their Japanese culture and heritage. London based, Yoroshiku 4649, which translates to “nice to meet you” in Japanese, are customising their reclaimed hoodies and jackets with up cycled, vintage kimono fabric - passed down in families for generations. Their Upcycled Kimono: Hoodie w/ Obi Belt is a “one-off” piece and anything that is one-of-a-kind can, of course, be considered investment pieces.

London based Tokkou takes inspiration from Japanese youth subculture Bousou-zoku when creating distinctive street-wear. Their garments are embroidered with Japanese sayings such as “not giving up”, “unify a country” and “as fast as the wind, as quiet as the forest, as daring as fire, and immovable as the mountain.” Their beautiful and striking designs live outside of trends and seasons, instead Tokkou can be a source of constant inspiration for the wearer.

Our summer sale can be an amazing opportunity to explore and invest in some of these classic pieces.

Thrive Global tried to define what millennials want from fashion, one of their points is that “millennials choose durability over seasonality, which means that swapping their entire wardrobe every season just for the sake of keeping up with the latest trends is a huge no-no… These people prefer to invest their money into long-lasting pieces instead of continuously shopping for seasonal, low-quality clothes” - that would be, investment pieces.

Investment pieces can be worn again and again, the stereotype has changed from the shameful ‘wearing the same thing twice’ to ‘why wouldn’t you wear that again? It’s a great garment.’ Bringing fashion back to this idea of art forms can help to remove waste culture - it’s all about changing attitudes. According to Wrap, the waste charity, more than 300,000 tonnes of used clothing goes to landfill in the UK every year. Before the industry changes our shopping habits need to change.

Those who love fashion define their wardrobe with investment pieces, so that their style can truly reflect their ideals and not the changing ideals in society.