SOCIOLOGICAL RESEARCH ON CLOTHING
We are interested in people — how they use clothing, how they care for it, and why they eventually stop wearing it. We track purchasing behavior, ways of wearing clothes, maintenance, and the moment when the user decides to discard an item. The results show that most clothing is discarded not due to technical failure, but for psychological reasons: loss of interest, changes in body shape, shifts in identity, or the feeling that the garment "no longer fits their aesthetic." The personal connection is key — the stronger the bond, the longer the garment stays in people's closet. We apply these insights directly when designing our collections.
How We Studied User Behavior
Our sociological research is based on an extensive review of Czech and international studies. This is supplemented by a combination of a questionnaire survey (1,200+ respondents) and in-depth interviews. The questionnaires reveal what people declare they do, while the interviews uncover their actual behavior. Thanks to this, we design clothing that people actually wear longer — because it suits them, works well, and holds personal value for them.
Influencing factors
Gender: Women bear greater responsibility for purchasing and maintaining clothing for the entire family. At the same time, they demonstrate greater environmental awareness — they donate, sort, and repair more often.
Generation Z: Perceives clothing as part of their identity, shops more frequently and for emotional reasons. Declares an interest in sustainability, but actual behavior is influenced by fleeting emotions and fashion pressure.
Relationship to fashion: Users are divided into fashion innovators (frequent wardrobe turnover) and conservative types (emphasis on quality, durability, and a well-organized wardrobe).
Shopping behavior — what people say and what they actually do
The most frequently cited reason for purchasing is to replace worn-out clothing (78%). Actual behavior, however, shows that more than half of purchases are motivated by emotions — joy, a treat, or a specific occasion. Comfort, quality, and material are the main deciding factors when choosing, while brand or fashionability play a smaller role than people themselves admit.
Notes to the graph - Why people purchase new clothing (declared vs. real reasons)
Questionnaire and Interviews, Y – Respondent share [%], X – Replacing worn-out clothes, Feeling happy/Treating oneself, Size change, Fashion trend, Price/Sale
Care - The Hidden Factor in Longevity
People care for their clothes primarily for practical, not environmental, reasons. They want to preserve the fabric's appearance and shape. A properly chosen washing, drying, and ironing regimen has a significant impact on how long a garment lasts. The difference between proper and improper care can shorten a garment's lifespan by up to a third.
Discarding - Physical and Psychological Causes
The reasons for discarding combine technical wear and tear with emotional detachment. Surveys show a high proportion of mechanical damage (84%) and changes in body shape (61%). However, interviews also reveal more subtle reasons: a change in taste, identity, social role, or the feeling that the garment "no longer fits" the current self.
Notes to the graph - The most frequently cited reasons for discarding a garment
Y – Respondent share [%], X – Clothing malfunction/damage, Body shape change, Change of taste
Sustainability: Desired but Misunderstood
Most people (84%) view the overproduction of clothing as an environmental problem, and 65% are willing to pay more for an "eco-friendly" product. However, their behavior does not reflect this—people prefer more accessible options, such as donating or setting clothing aside, rather than limiting purchases or changing their consumption habits.
Notes to the graph - Willingness to take measures to reduce clothing waste
Y – Respondent share [%], X – Donation/re-selling/swapping, Buying quality garments and reusing them, Fixing and reusing clothes, Minimizing shopping, Second-hand shopping, Returning for recycling, Boying sustainable brands, Sharing, lending clothes
