Does durability always come with a higher price tag?
One of the major barriers to purchasing more ‘sustainable’ fashion is the perceived higher price tag, which implies the clothing is better made and so will last longer.
But is it actually more a question of how we look after our clothes, rather than how much we pay for them, that determines durability?
In theory, could a £5 t-shirt from a fast fashion brand could last as long as a £150 t-shirt from a sustainable or designer brand? Potentially…
Price vs. care: which matters more for durability?
A recent durability study, commissioned by Primark and carried out by researchers at The University of Leeds, assessed 65 items of clothing, finding a £15 pair of jeans more durable than a pair worth £150.
The researchers conducting this study concluded there was no correlation between price and durability on the items they assessed, using special machinery that can mimic years of wear and tear.
But how can this be? Well, sadly, lots of designer or higher-priced clothing is made in the same factories as fast fashion clothing, oftentimes using the same materials. The only difference between such items is usually a stitched on logo or fancy multi-million pound marketing campaign, which justifies the higher price point of these items, rather than signifying quality or durability.
However, perception could be key when it comes to how long our clothes last and why we might assume something that is more pricey will last longer.
When we splash our hard earned cash on an item that is more costly, we’re wayyyyy more likely to be mindful of how we care for and treat this piece of clothing, usually making it last longer than something we picked up for a couple of quid, and therefore see as ‘disposable’.
The impact of sentimentality
Sentimentality also plays a part in how long our clothes last. I have countless clothes I’ve bought for a few pounds, which are often originally from fast fashion brands, on Vinted that I wear ALL the time and therefore am emotionally connected to.
Imagine how heartbroken you would be if your favourite jumper got ruined in the wash! When it comes to these items that hold emotional value, you’re more likely to take good care of it and carefully check the label for washing instructions to ensure you get the most wear possible out of it.
Emotional connection plays a bigger part than we think when it comes to clothes and how we treat them, cherishing a £5 t-shirt because we love the way it looks on us and shoving a £100 coat to the back of the wardrobe as we don’t love the shape… guilty?? I know I am.
Although the study carried out at The University of Leeds focused on durability in the practical sense, for example they tested seam strength and the impact of rubbing the material together, it can’t be denied that our emotional attachments to clothes has the ability to determine how long a piece will last for.
Fast fashion and disposable mindsets
There is a caveat in the price vs durability argument however, which is that fast-fashion brands inherently create clothes that are meant to be disposable, following micro trends that are in fashion today and back out again tomorrow.
This means that when being manufactured, these items are not made with durability in mind, to keep costs low and profit margins high. Similarly, customers buying these items have the mindset they are disposable and therefore are less likely to take as good care of them, reducing durability.
The most important thing to consider is our mindset when it comes to our clothes. If we buy something with the expectation of only wearing it a few times, we will treat it as disposable, not taking good care to make it last. For me, it’s about treating all clothes equally regardless of price that will determine durability and ensure clothes last and can be worn for years to come.
Final thoughts
While cost might not equal durability, material composition can. Higher end and sustainable brands will often use better, more durable material compositions, so while cost might not be the most important factor to determine if an item will last, material is and often more sustainable materials come with a higher price tag attached. We’re less likely to think of an item bought from a sustainable or more expensive brand as disposable, so our mindset shifts and we take better care of these clothes.
A balance can definitely be struck though between price and durability I believe, especially considering the perceived higher cost of sustainable fashion is the biggest factor that puts people off buying it.
In the end, durability isn’t just about the price tag of an item, it’s about the mindset we bring to our wardrobes. While higher-cost sustainable brands may offer durable materials, the way we treat and care for our clothes plays a huge role in their longevity. By valuing each piece we own, regardless of its cost, and treating it with care, we can extend its life and reduce waste.
