Keeping pace with the latest fashion trends costs a lot, and wastes a whole lot more. In fact, a majority of women’s garments are worn a mere seven times before being pushed to the back of the closet or tossed in the garbage. “Fast fashion” is now the second dirtiest industry in the world, but now consumers are starting to jump onto a different trend: buying durable, ethical alternatives in favor of throwaway fads. Fashion start-ups like Zady, Everlane and The 30 Year Sweatshirt are finding that there is a growing market for sustainably made clothes of high-quality, selling behind slogans encouraging people to buy fewer, better things. Studies show the average amount of garments bought by U.S. consumers is declining even though people are spending more on clothes, indicating people are starting to find quality greater than quantity. See here how the power of buying by choosing better stuff is taking a hold of the fashion industry.