This clothing brand wants you to stop buying so much clothing

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Well, this is certainly different. In recognition of Earth Month, leather goods and clothing brand Cuyana is bringing light to fashion’s negative impact on the environment. The brand is encouraging its customers to refresh, rewear, and recycle the pieces they already own to keep clothing waste out of landfill.

Yes, a fashion brand wants you to rewear the clothing in your closet instead of buying something new.

Cuyana, a go-to brand of Meghan Markle’s, was founded on the premise of “fewer, better things.” But according to the brand, the average consumer buys 68 items of clothing a year, but only wears each item an average of seven times before it is discarded. So the brand launched Quest to 50, an initiative that encourages consumers to make carefully considered purchases and wear garments at least 50 times before discarding.

Credit: Cuyana

The Cuyana website reads, “We don’t need more clothes. Our landfills don’t need more clothes. We need fewer, better things.” But the brand isn’t placing the blame entirely on consumers — it’s also doing its part to lower the environmental impact of production.

“We believe that an essential piece of sustainability is getting the most use possible out of your fewer, better pieces, and it is of the utmost importance to us that you are able to love our pieces for years to come,” the Cuyana website reads. “To that end, we commit to helping you keep them in your closet through thoughtful design, upholding quality, inspiring rewear season after season, and supporting you in care and repair.”

The brand, which is known for its leather goods, also launched a line of leather care products for Earth Month to help consumers take care of their existing products. Each Cuyana product, from leather goods to clothing, has a two year warranty for repairs. The brand is even working toward using 100 percent sustainable materials by 2022. Right now, 95 percent of the brand’s materials have environmental certifications. Cuyana also produces in small batches, selling 90 percent of the products produced as opposed to an industry standard of about 60 percent.

If you need high-quality basics that you’ll wear time and time again, check out these investment pieces from Cuyana that you’ll want to rock more than 50 times over.