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We actually know someone who has taken on this challenge, making the world a tiny bit better everyday just by not shopping.

Most of us could probably go a year without buying a single new piece of clothing. Yes, that’s shoes and accessories too. ‘Cause let’s face it: even though you often “have nothing to wear” (we’ve all been there), that’s most likely not really the case. Generally, we just have too much stuff in our closets, especially the kind we never use. Perhaps we’ve outgrown them, or they’re simply not on trend, but isn’t the biggest problem really our lack of imagination?

29-year-old Swede Jessica Haglund is one who, as so many others, used to shop a little too much, buying into the fast fashion trends. As she started realizing the pattern of buying new clothes, getting tired of them and buying new ones, she wisely decided to do something about it. She could have just cut down on the shopping, but instead she took on a challenge few of us would: 365 days, no shopping.

Yes, you read it. 365 days—that’s one whole year—of not restocking her closet. Puh!

Jessica got the idea from reading about a woman who had already done this, and decided she could inspire others by doing the same. Her goal: To change her shopping behavior, think more sustainably and get more creative with what she’s already got. Naturally, saving some money is a serious plus.

So she started this Instagram account, 365 Days No Shopping, posting pictures of herself in different outfits made up of the existing content of her closet. By being a huge fan of fashion, and also working in marketing and communications, she certainly knows how to make an inspirational feed to serve her purpose.

How would you describe your style and closet?

– My style changes from day to day depending on my mood. I like fun garments, and my closet is full of prints, colors, sequins, gold, silver, fringes and ruffles. I don’t own a lot of basics, which sometimes makes it challenging to combine the pieces together.

You’re about 70 days in—what has been the biggest challenge so far?

– So far it hasn’t been that difficult actually. Now, when I have to try and find new combinations, I kind of look at my closet in a different way and it almost makes me feel like it’s brand new.

What do you think will be the biggest challenge for the remaining time?

– When spring and summer comes I know I’ll be wanting to buy some new stuff. At the same time, I really don’t need it. I have enough already.

Why are matters of sustainability and the environment important to you?

– I think that becoming older and (maybe) being closer to having kids, has made me think more about the future and the environment. What happens to our planet will for sure affect the life of my possible future children and grandchildren. So if I can make a difference by changing my lifestyle just a little bit, I think I should.

Would you say you live a sustainable life in general?

– I’m learning how to live a sustainable life, but so far I haven’t been responsible enough. I recycle, I eat less meat and dairy products and now I’m also trying to consume less in general, but I still have a long way to go.

Do you think you’ll change your previous shopping behavior when the 365 days are up?

– Yes I think so. I’ll probably think two times before buying something new, and I think I will have realized that I don’t need that many things.

What’s your hope for the future of fashion? 

– I hope that fashion will be more long lasting and that both companies and customers start thinking more responsibly. The fashion industry’s main focus will of course always be making money, but as consumers we can put pressure on them by asking for more sustainable options. We should also learn how to make the most out of what we have; to buy, sell or give away things on the second hand market; and mend or recycle broken and old garments.

So guys, what do you say, would you take on this challenge? Let us know what you think!


Amina: Härligt att hon får uppmärksamhet. Så himla bra grej som är väldigt svår i all sin enkelhet. Jag hade ju också ett gästinlägg med Jessica förra veckan i min blogg ☺️ Härlig!
April 12, 2017

Anna: Så inspirerande👍🏻😊!
April 12, 2017

Felicia: I'm so very very impressed by Jessica! We really need more like her on this planet ❤ Keep up the good work girrrl 🙌🏻
April 11, 2017

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