Do you put your clothes on at least 7 times? The 7-wear rule

Did you know that many items of clothing are only worn 7 times before being forgotten?

This is confirmed by several studies on textile consumption. We buy quickly, use little, and discard prematurely. That's why we present the 7-wear rule , a simple way to ask ourselves this question before buying:
“Am I going to wear this garment at least 7 times?”

Why 7 times?

Because it's the minimum starting point for a garment to begin offsetting its environmental impact . If you don't wear it at least 7 times, it was probably an impulse buy or a passing fad.

But if you wear it, take care of it, and extend it over time, that garment makes sense. And if it's also ethically made, with sustainable materials and local production, even better.

How many times do you wear your clothes?

Try it: open your closet and count how many items of clothing you haven't worn for months. You'll be surprised. The current average is alarming: many items are worn between three and seven times... and that's it. Then they're forgotten, thrown away, or donated.

How to apply the 7 bets rule

• Check what you already have before buying

• Ask if it matches at least 3 things in your closet

• Think about whether it represents you or is just a whim.

• If in doubt, wait 24 hours before purchasing.

• And very important : always check the label before deciding

What's behind each garment?

A garment's label isn't just a piece of paper. It's a window into how, where, and with what materials the item you're about to wear was made. That's why it's so important to read labels carefully and understand the meaning behind each choice.
Here's a guide to help you understand ours: How to read the labels on your jeans

At Captain Denim we believe in dressing to last

We produce locally, in our town, with expert hands that take care of every detail. We use recycled and organic fabrics and low-impact techniques like Greensight , which saves up to 90% of our water use. We focus on transparency and garments that last, not on passing trends.

We want every piece you buy to have meaning. We want you to wear it many times, enjoy it, and make it part of your story.

Next time you like a piece of clothing, ask yourself this question:
“Am I going to wear it at least 7 times?”
If the answer is yes, go ahead. If no, maybe you don't need it.

Dressing better means dressing less, but with more awareness.