To kick off 2021, fashion label Aday, which is focused on creating sustainable, staple pieces of clothing, invited 600 of its customers to attempt its “Outfit Repeater Challenge.” Aday called on customers to wear outfits they had already purchased from the brand all day, every day, for two weeks straight. The challenge was apparently a hit with the brand’s customers, and as of January an additional 4,000 people were on the waitlist to participate. In recent years, the same clothing numerous times, let alone on consecutive days, has been far from the norm. Americans, on average, buy a piece of clothing every five days and wear an outfit only seven times before throwing it away. According to a 2017 poll, 41 percent of women ages 18 to 25 felt pressure to wear a different outfit every time they went out. Those practices are beginning to be seen as wasteful by that cohort while the value of fewer clothes purchased, fewer resources used and much less waste produced is growing. A recent Nielsen study found that 75 percent of Millennials are actively changing their consumption habits to help the environment, while 80 percent claim they are willing to pay more for socially responsible products. Those high survey numbers, along with increasing sales of secondhand goods and sustainable products, especially among Millennial and Gen-Z consumers, illustrate new consumer priorities and spending intent. To attract those consumers, and to satisfy investors increasingly interested in Environmental, Social and Corporate Governance (ESG) routines, companies are investing in sustainable practices, products and supply chains while attempting to reduce waste.