Decreasing textile prices have led to a mass consumption culture where consumers can buy more clothes without necessarily having to spend more money. Globally the world consumes 80 billion new pieces of clothing each year – this is an increase of 400% over the past two decades. 

But all of this this has a hidden cost; the one that our environment suffers. The environmental impact of textile products is present in every step of the lifecycle of the product?, from production all the way through to how the clothes are disposed of. 

Did your know that the textile industry is responsible for 10% of the world’s carbon footprints and that it for example takes 10 000 litres of water do produce one pair of jeans? At the same time as climate change is becoming more relevant than ever and fresh water being a scarce resource globally.

We believe the change will come about by both companies striving for sustainable fabrics and production methods together with consumers’ slower consumption. Mayla has an ambition to inspire people to choose quality over quantity and to see each garment as an investment. 


In order to “slow down” fashion we encourage our customers to a more reasonable approach to consumption. We do it by assisting them building long-lasting wardrobes that stand the test of time, in terms of both quality and style. For instance, we help our customers categorize their purchases into essentials, key pieces and statement pieces. With the perfect balance between high-quality basics and more fashion-forward clothes, there will be fewer regrettable impulse purchases and fast fashion buys. Learn more here:

• Wardrobe Crisis Podcast, Clare Press.

• No Filter Fashion Podcast, Camille Charriere & Mocia Ainley. 

• The True Cost, film by Livia Firth. Here.

• To Die For, book by Lucy Siegel.


The 30 wear challenge is a great way for newbies to ease their way into a more sustainable and reasonable fashion approach. It’s simply about asking yourself “Will I wear this garment at least 30 times” before you buy a new piece of clothing. The campaign was started by eco-fashion activist Livia Firth and aims to reduce “throw-away fashion”. It isn’t about giving up buying new clothes completely, we all need new items every so often, but it’s about changing our approach to shopping and to make consumers think of their clothes as long-lasting investments. Every time you buy something new, think:

-  Can I commit to wearing this garment a minimum of 30 times? 

-  Is it a high-quality piece? 

-  Can I style this piece in many ways? 

-  Will I still want to wear it in a year?

If one of the answers is no, don’t buy it. You’d be surprised how many times you say no. That tells us something about how the current model in fashion is unsustainable - and needs radical shift.