How I mastered a ‘buy less, buy better’ wardrobe

“In building my brand, my philosophy was to offer style over fashion, to create great designs in luxe fabrics that transcend the seasons,” says Kim Winser OBE, founder & CEO of Winser London, whose tweed jackets run from one year to the next and are woven in the same English mill as Chanel’s iconic design. “This is done with longevity in mind, which is why we always repeat our classic shapes.”

Ageless Style is concerned with carefully choosing clothes that you love and will want to wear forever. Seeking out winning items with staying power, rather than constantly reaching for the new. Personally, I’m not interested in directional (read “awkward”) clothes and fast fashion trends. I’m more inclined towards simplicity and brands who do one thing well: create enduring items to be relied upon year-in, year-out. The lovely tweed jacket, a favourite sweater and jeans, a pair of outstanding ankle boots, these are all perennial favourites.

“The shoe that you keep for 20 years is 20 times better for the environment than one that goes out of fashion, or doesn’t last,” states Tim Little, creative director and CEO of Grenson. “Quality and timeless style go hand in hand.” Taking this approach is practical, chic and sustainable. Buy less, buy better is this year’s style memo. “I’m a huge fan of having something that you can wear for many years,” continues Little. “Items that you keep for a long time accompany you through life and are present at many of your most important moments.”

Three of the best forever-stylish buys

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