Considering a No Buy 2025?
Read this first.
If you’re a big reader of fashion Substack or an avid social media scroller, no doubt you will have seen (multiple) mentions of No Buy 2025. If you’re not familiar with the concept, it’s essentially a way to curb personal spending by cutting out non-essential purchases.
Individuals taking part in a no-buy year have different parameters around it. Some place a blanket ban on spending beyond the necessities like groceries, petrol or public transport. Some have a bit more flexibility and allow spending on things like gym memberships and beauty treatments.
From a fashion point of view, it’s a great way to stop needlessly buying clothes that you don’t need. Most of us probably have very full wardrobes as it is and have no need for anything new. The fashion industry’s impact on our planet is awful, so cutting down on how many new clothes we buy is absolutely a good idea. So is shopping our own wardrobes, and flexing our style muscles rather than always being on the hunt for the next new thing.
I completely understand the sentiment behind a “no-buy” year. Most of us consume way too much, and the cost of living crisis is no joke. Someone told me recently that they saw a TikTok of a woman who did a no-buy in 2024 after realising she spent £2,000 in 2023 on Pepsi. In 2024, her bank balance (and teeth!) were in a much better state. I know of other people who are doing it in an attempt to clear credit card debt. Everyone’s habits and financial situations are different, so I don’t believe there’s a hard and fast rule when it comes to taking part in a no-buy year.
But I also know a lot of wonderful small businesses who said 2024 was their hardest year. Independent restaurants I love have had to close their doors, and small fashion brands that were genuinely doing their bit to create interesting, responsibly-made clothing have gone under because they can’t make ends meet.
When I posted my thoughts on No Buy 2025 on Threads, a few small fashion brands replied that they believe 2025 will be even worse and they doubt they’ll survive the year. The world will be a very boring place if we don’t allow these independents to thrive.
My advice? If you can afford it, don’t put a blanket spending ban on 2025. Instead, spend your cash meaningfully. Starbucks, Amazon and Shein won’t notice that you’ve stopped buying from them. But your local coffee spot, independent book shop and clothing brand with a tiny team of highly skilled makers and artisans will.
Small independent brands to buy from
That being said, here are a few small, independent clothing brands that are worth your support. Please add any more you think deserve a mention in the comments!
Beyond Nine. A small, all-female team based in the UK creating comfortable clothing with really interesting shapes — think barrel-leg trousers and oversized knitwear. I wear my Mabel and Bobbi trousers all the time.
Le Tricoteur. A very small operation in Guernsey, the Channel Islands, making traditional guernsey jumpers. I have the classic navy, my mum has a dark green one that I’ve had my eye on for months. These jumpers last forever.
Emiko Studios. Based in Stockport, the team hand-makes every garment from start to finish, using organic and deadstock fabric. Emiko Studio’s clothing is inspired by vintage workwear and Japanese silhouettes, so expect some very interesting shapes.
Elwin. People who follow me on Instagram are probably sick of seeing me in my Elwin Raye jumper. I wear it all the time! It’s made from undyed British wool and is so soft, warm and cosy. Elwin makes everything in small batches and uses natural fabrics, making its pieces either in-house in East London or by partnering with local workshops.
Charl Knitwear. Another British-made brand that is using centuries-old designs and techniques, and bringing them into the 21st century. Founder Frankie Davies worked for Burberry for years before starting her own brand, creating knitwear using traceable wool and cashmere.
LaneFortyfive. This British brand makes everything to order by hand in London, uses organic materials and fabrics, and plants two trees for every £100 received in sales. The designs themselves are completely original and you’ll be hard-pressed to find similar pieces elsewhere. Think workwear-inspired pieces in light linen, thick cord or heavy denim with big pockets or statement colourful patchwork.
Louisa Charlotte Oates. Louisa designs and makes everything herself, to order, using exceptional fabrics. I have a few of her coats and they’re gorgeously oversized with big sleeves, even bigger pockets and plenty of room for layers upon layers underneath. She currently doesn’t have a website but send her a DM on Instagram for more details about any of her pieces, and to place an order.
Calm Amongst the Chaos. Calm Amongst the Chaos is a brand based in the New Forest, where a small team designs and makes every item using natural fabrics. Each piece is made to order (that means no excess stock or wastage) and any fabric scraps are sent to a local charity to be reused or recycled. Not only is Calm Amongst the Chaos’ production method to be applauded but its designs are up there with some of my favourites (including the set in the image above).
Any items marked with * have been gifted by brands. All thoughts, picks and reviews are my own.
This post contains some affiliate links. If you buy something through those links, I’ll earn a small commission at no extra cost to you.
This is why I am on substack. To find the small interesting brands deserving of my $.
Very thoughtful and great post. My friends company is Le Tricoteur so she will be especially grateful.