Project Wardrobe Reset, Part 2: The 5 Myths That Hold You Back From Sustainable Fashion

In the last part of our series, we looked behind the glittering facade of the fast-fashion industry. We exposed the endless cycle of quick fixes and slow hangovers. Perhaps in that moment, you felt a resounding "yes!" to change.

But no sooner has the decision been made than that quiet, skeptical voice in our heads speaks up. A voice that whispers to us, with seemingly logical arguments, why it's not all that simple. It's the voice of excuses, built on persistent myths.

Today, we're tearing down these walls of prejudice—brick by brick. We're replacing the myths of sustainable fashion with facts, so your path to a conscious future is clear.

The 5 biggest myths about sustainable fashion in the fact check

Myth 1: "Sustainable fashion is unaffordable."

This is the biggest myth. We see the price tag of a fairly produced shirt and immediately think, "I can't afford that." But we're asking the wrong question. The right question isn't "How much does it cost?", but "What is it worth?"

The fact check: Let's talk about "cost per wear."

• A €10 fast-fashion shirt that loses its shape and color after 5 washes costs you €2 per wear .

• A €50 shirt made of high-quality organic cotton that you can wear at least 50 times will cost you only €1 per wear .

The truth is: You're paying for longevity. Instead of five cheap, bad buys, you're investing in one favorite piece. And don't forget the most affordable and sustainable option of all: high-quality secondhand fashion.

Myth 2: "My small contribution won't change anything anyway."

This feeling of powerlessness is the fast-fashion industry's best friend. It keeps us trapped in the status quo.

The fact check: You're not a drop in the ocean. You're part of a growing tide. Every purchasing decision is a ballot. When millions of people start voting for fair working conditions and environmentally friendly materials, companies must respond—and they're already doing so. Your demand creates tomorrow's supply. You are the change.

Myth 3: "Secondhand is unhygienic and old-fashioned."

The stereotype of musty smells and outdated parts persists. Time to dispel this image.

Fact check: You wash new clothes before wearing them for the first time, right? You do the same with secondhand items. Modern online platforms like Vinted and curated vintage boutiques are true treasure troves of unique, high-quality, and absolutely stylish fashion—often from brands you could never find or afford new. It's not a journey back in time to Grandma's mothballed closet, but a treasure hunt for your own individual style.

Myth 4: "I have to change my whole style and only wear beige linen."

The fear of losing one's own identity is great. Many associate "eco-fashion" with shapeless, colorless clothing.

Fact check: The opposite is true! Sustainable fashion frees your style from the prison of fleeting trends. You define what you like – not a corporate marketing department. From timeless basics to unusual vintage one-of-a-kind pieces to modern, fair-trade designer brands: the selection of styles, colors, and cuts is vast and more authentic than ever before.

Myth 5: "Finding sustainable fashion is far too complicated."

Researching brands, seals, and materials can seem overwhelming at first. But no one expects you to become an expert overnight.

The fact check: Start small.

1. Rule #1: The most sustainable piece of clothing is the one you already own. Wear it, love it, repair it.

2. Your next purchase: Set a criterion. For example, "I'll only buy secondhand this month" or "I'll look for the GOTS organic cotton label."

3. Use helpers: Apps like "Good On You" evaluate brands based on sustainability criteria and give you quick guidance.

   
   
   
   

---

The walls have fallen. The excuses have lost their power. The way is clear for the next, very practical step.

The next part of our series will get more specific: We'll give you a tried-and-tested 5-step plan that you can use to start your wardrobe reset right away.

Which myth has held you back the most so far? I'm looking forward to your honest answer in the comments!