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Fashion Detox

Do you often buy new clothing? Even if your wardrobe is already bulging? Or know someone who does? Then GCU challenge you and your friends to a 10-week Fashion Detox! All we ask is that you stop buying new clothes for 10 weeks, and then reflect on the experience online each week.

Why have we set this challenge? Because the world is drowning in waste! The UK currently send 300,000 tonnes of clothing to landfill every year. That is equivalent to 10,000 items - or 105 women’s wardrobes - every 15mins! [1]

So, we dare you to join us (click here to sign-up)! You will help Scotland reduce clothing waste, reduce the burden that our clothes put on people and the planet, and save money during the process!! It’s a Win-Win! And if you share your reflections online for each of the 10 weeks we will put you in a draw to win a prize!

Sign-up here!


To participate in the Fashion Detox Challenge all you have to do is (a) not buy any clothes during a 10 week period and (b) reflect on your experiences.  The Fashion Detox Challenge will run between Monday 18/2/2019 and 28/4/2018 (more about timescales below) when participants are required to update their weekly reflections in the challenge platform/blog. Everyone successfully submitting weekly reflections for the 10 weeks will be entered into a random draw for a selection of local prizes.

Sign-up here if you think you can complete the Fashion Detox Challenge!

The 10-week Fashion Detox Challenge is being led by PhD researcher Emma Kidd. Emma worked as an international Lingerie Designer for around 10 years, designing garments for everyone from Primark to Victoria Secrets. She loves clothing, but also loves the environment, and so is currently researching more sustainable ways of buying and using clothes. You can watch a short public talk that Emma gave here, on why she left the clothing industry and started upcycling clothing. And Emma also published the First Steps to Seeing, which is a step-by-step guide of how to see everyday life with ‘new eyes’. 

 7 tonnes of clothes

‌7 tonnes of Clothing waste go to landfill every 15 minutes (Photo credit: BBC, Hugh’s War on Waste, 2015)

The Fashion Detox Challenge will run between Monday 18/2/2019 and 28/4/2018 with the following reflection milestones:

  • Week 1 – Sunday 24thFeb
  • Week 2 – Sunday 3rdMarch
  • Week 3 – Sunday 10thMarch
  • Week 4 – Sunday 17thMarch
  • Week 5 – Sunday 24thMarch
  • Optional meet-up for Fashion Detox Participants (date and venue TBC)
  • Week 6 – Sunday 31stMarch
  • Week 7 – Sunday 7thApril
  • Week 8 – Sunday 14thApril
  • Week 9 – Sunday 21stApril
  • Week 10 – Sunday 28thApril
  • Optional meet-up for Fashion Detox participants – 1stweek of May (TBC)

[1] References: