Studio
The case for fewer, better pieces — with the arithmetic
“Buy less, buy better” is a slogan until you divide the price by the number of wears.
Journal
Topic
5 min read
Reading time
08 March 2026
Published
“Buy less, buy better” is a slogan until you divide the price by the number of wears.
A £400 coat worn 200 times costs £2 a wear. A £120 coat worn 25 times before it loses its shape costs nearly £5. The second one is cheaper on exactly one day: the day you buy it.
It breaks for anything you will stop liking. Pay for durability on the neutral pieces you will wear weekly; for anything strongly of a season, the cheap version is the rational choice and we will say so.