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The Nordic countries foster an ethos of equality and collective good underpinned by a culture of trust and enforced by robust welfare states. With a propensity for sustainability, the Nordic countries have a style tailored to practicality and durability.
But what is it about the Scandinavian wardrobe that promotes sustainability?
Scandi style embraces the idea of a capsule wardrobe- owning timeless staples that can be mixed and matched, creating elegant looks without overconsuming. In Norwegian there is a phrase, “friluftsliv”, meaning “fresh-air life”, a lifestyle that embraces the outdoors. This ethic can be seen throughout Scandinavia, with more bikes than people in Copenhagen and the Swedes claiming, “there’s no such thing as bad weather, only bad clothes”. So, it is no surprise that the Scandis prioritise durability and practicality. As welfare states built on collective responsibility and social equality, the Nordic countries display these same values in how they dress, by prioritising sustainable, functional fashion that benefits the greater good rather than individual excess.
So how can this Nordic approach inspire the UK to take a more meaningful approach towards fashion?
By adopting a ‘capsule wardrobe’ approach, we can take a note from the Nordics and build a fashion industry that prioritises durability and minimalism over micro trends and mega hauls.
The term ‘capsule wardrobe’, coined by London boutique owner Susie Faux in the 1970s, has been circulating on social media in recent years. A capsule wardrobe, originally aimed at women who felt like they had a wardrobe full of clothes but nothing to wear, encourages investment in sustainable pieces that never go out of fashion, and that can be paired with anything and everything.
A few examples of these staple pieces are a tailored blazer, a crisp white shirt and a cashmere sweater. A capsule wardrobe prioritises quality over quantity and is an investment. While durable materials often cost a bit more than your average polyester blend, they will last you for life. Materials like cotton, linen, wool, and silk are long-lasting and of superior quality. It is important to use these types of materials as they contribute less waste to landfills because they stand the test of time. A capsule wardrobe is about finding colours, materials and brands that suit you and make you feel good.
Given the natural minimalism that ‘Scandi style’ eludes, a capsule wardrobe comes hand in hand with the lifestyle and fashion sense of our neighbours up north. But ‘Scandi style’ isn’t just an aesthetic, it speaks to a philosophy of a “humble culture and propensity for sustainability”. The ethics of a capsule wardrobe and ‘Scandi style’ could help to eradicate the overconsumption that currently plagues the style industry.
Danish fashion brands like Ganni and Samsøe and Samsøe “prioritise eco-friendly materials, ethical production processes, and fair labour practices”. Sweden has tax breaks on repairs to clothes and other household items, and to promote growth in recycled fashion, the Norwegian government introduced policy frameworks to reduce waste.
The way Scandinavian countries approach fashion is not just about individual ethics, but a collective responsibility to protect the planet. While fashion is an individual statement and decision, the Scandinavian countries have philosophies and policies in place that encourage citizens to consume consciously, with effective recycling systems and government partnerships with designers and retailers.
The way we dress is a political choice. We can choose the Scandinavian way by seeing clothes as a long-term investment and adopting a capsule wardrobe built on sustainable items, or we can overconsume on cheap materials that will end up in a landfill.
Gone are the days when outfit repeating is a cardinal sin; learning to shop conscientiously and purposefully can help to build not only a sustainable wardrobe, but a sustainable future too.
Edited by: Rida Ali
Image: Clothes in Neutral Colors Hanging on the Racks in a Clothing Store by Pew Nguyen for Pexels, 2023
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