Community case study: Rule of Five
I love this early stage Community of Purpose. There’s not much to write about yet as it’s still early days, but hopefully I will update in the near future.
Tiffanie Darke, is a fashion expert driving significant change in the industry, using her knowledge, storytelling skills and reach to effect changes in behaviours at an industry and consumer level.
She's promoting a simple principle:
We should slow down our buying habits and buy a maximum 5 new items of clothing a year. Those 5 items need to be good quality, long lasting and work hard in your wardrobe. Mendable, resilient, beautiful and valuable.
I'm sadly a little over that this year (massive weight loss post-operation meant I had to buy some new clothes), but I can happily commit to the #RuleOfFive in 2024.
How about you? Have you already committed and what 5 or fewer items did you buy?
It is going to be interesting to watch how The Rule of Five community grows.
It is for anyone who wants to cut their fashion/clothing shopping habits. Much of the fashion industry is adapting its model to regenerative mending, alterations, swapping, rental and so much more, but consumer behaviour change is critical. And fast fashion still pervades.
Perhaps this community will impact its members’ behaviours and provide insights for fashion brands so that they can adapt their business models?
The Rule of Five community is currently platformed on Substack. “Think of the chat room as a bit like an AA meeting, where we confess and support each other.”
And here’s a little intro from the first post:
" Join the Rule of Five campaign and let’s try and enjoy fashion as responsibly as we can!
Because it turns out, 5 things is all we can afford.
A 2022 report from the Hot or Cool Institute crunched the numbers and worked out that if fashion wanted to stay below the 1.5C target everybody keeps telling us is the CEILING of what we can afford, and which every fashion house is telling you it's doing because it's immoral to admit otherwise, then the top 16 countries in the G20 need to just - stop consuming. All the biomaterials, rental, resale, charity shopping, regenerative agriculture in the world is not going to get us there, they say - slowing down our buying habits will.”
And if you are interested in brands leading the way with regenerative fashion, I interviewed Galahad Clark from Vivobarefoot a few months ago. Inspiring stuff.
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Photo by Marjan Sadeghi on Unsplash
