The way that individuals clothe their bodies is an active process, with decision making going into what clothing to purchase. With the current drive towards creating a more sustainable fashion industry, the research here asks, what makes people retain clothing items and continue wearing them over several years?
During Fashion Revolution week 2019, interviews were conducted in the Waikato region, Aotearoa New Zealand, across a range of genders, ethnicities and ages. Participants were asked to identify their most loved item of clothing and their understanding of ethical and sustainable fashion.

Through a series of short case studies this paper seeks to show how, while it might be the visual, such as colour and texture, or the practical, that play a role in initially purchasing a piece of clothing, items of clothing that are kept, treasured and worn over several years have a deeper meaning in relation to the identity of the individual.
Themes such as memory and a sense of place are examined here in relation to the key role they play in an individual treasuring clothing from the past, wearing it in the present and keeping it for the future.
The aim here is to show insight, along with a possible vision for the future of sustainable clothing, encouraging consumers to create love stories with clothing, hereby engaging with sustainable practices.