Ruby Jones, designer and founder of her namesake fashion label, believes that sustainability begins with buying less rather than focusing solely on new purchases. Her brand emphasizes quality over quantity, producing fewer items that are designed to last a decade, countering the damaging effects of fast fashion.
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In 2018, the U.S. generated 17 million tons of textile waste, with a report from the Government Accountability Office released in December 2024 revealing that 66 percent of this waste ended up in landfills, and only 15 percent was recycled. It was noted that textile waste increased by more than 50 percent from 2000 to 2018. The Ellen MacArthur Foundation estimates that globally, a garbage truck's worth of clothing is landfilled or burned every second, translating to over $400 billion worth of usable clothing discarded annually.
Despite these challenges, consumer behavior is changing. ThredUp's 2026 Resale Report predicts that the global secondhand apparel market will reach $393 billion by 2030, growing twice as fast as the overall apparel market. This shift toward purchasing less and opting for secondhand items is increasingly mainstream.
Ruby Jones, who studied Fiber Science and Apparel Design at Cornell and previously worked in luxury fashion, saw firsthand the waste generated to maintain the trend cycle. This experience inspired her to adopt a slower, more sustainable model for her brand, which releases only two collections per year using natural and recycled materials and repurposing production waste.
Jones emphasizes that longevity in clothing is crucial to sustainability. She stated, "If you shop fast fashion and wear your clothes for years, it is more sustainable than buying ‘sustainable’ fashion and disposing of it regularly." While brands are responsible for their production practices and material choices, she highlights that slow fashion brands tend to provide higher-quality garments that consumers can keep longer.
When considering which clothes to invest in, Jones breaks longevity into two categories: durability and construction, and personal style. She stresses the importance of discovering individual style over endlessly following trends.
Fabric choice is central to sustainable design; Jones points out that synthetic fabrics like polyester take centuries to degrade and require significant energy and harmful chemicals to produce. In contrast, natural fabrics like cotton are renewable and beneficial for the soil at the end of their life cycle.
Jones offers several tips for building a sustainable wardrobe:
1. Buy less and evaluate the necessity and long-term appeal of new items.
2. Look for genuine sustainability practices in brands to avoid greenwashing.
3. Verify the fiber content percentages before purchasing.
4. Avoid seasonal purges and retain garments purchased for specific reasons.
5. Build a core wardrobe, complemented by accessories to keep it fresh.
6. Invest in well-made clothing, considering cost per wear.
7. Shop secondhand to utilize existing clothing resources.
8. Repair damaged items instead of replacing them.
9. Upgrade current pieces instead of buying new.
10. Support brands that prioritize responsible practices.
Ultimately, Jones's philosophy encourages consumers to view clothing as investments rather than disposable items. This shift in mindset is essential in reducing waste in the fashion industry.