Consumption corridors in fashion: deliberations on upper consumption limits in minimalist fashion challenges

Abstract Following food, mobility, and household-energy use, the consumption of textiles and fashion in Europe has been identified as the fourth highest environmental pressure category in terms of use of primary resources. Slow fashion advocates argue that it is necessary to reevaluate our relationship with clothes and to reduce overall fashion consumption in affluent countries. This article examines a relatively new practice of voluntary reduction of apparel consumption through the lens of three popular online minimalist fashion challenges that encourage participants to use a limited number of clothes, shoes, and accessories over a certain period. It explores how the initiators of the challenges frame the reasons that lead to downsizing, the benefits from undertaking the challenge and the idea of “good life” as the result of living with less. The findings indicate that rationales for voluntary reduction of apparel consumption are more focused on individual wellbeing than on altruistic concerns. The analysis also suggests that in defining an upper limit in apparel consumption (how many garments a wardrobe should contain), numerical indicators serve as a benchmark rather than a goal.