The case for buying less

There is an uncomfortable truth in selling clothes and asking people to buy fewer of them. We have made peace with it: we would rather sell one coat that lasts a decade than five that last a season each.

The arithmetic is not complicated. A £320 jacket worn two hundred times costs £1.60 a wear. A £60 jacket worn eight times costs £7.50. The cheap one is the expensive one.

This is why we repair. Send anything back and we will fix it, for as long as we are here to fix it.