I’ve been thinking about emotional durability in clothing, a concept that has heavily influenced the upcoming pieces for AJK. Introduced to me by @fashiontakesaction, emotional durability is the idea that the clothes we love and wear most are the ones we truly value. Every piece, from my worn out tees to my favorite skirts, evokes a feeling of attachment. When that connection fades, the piece naturally leaves my wardrobe. The more emotionally durable a piece is, the longer I wear it, even if that means washing with care or doing repairs. Investing in clothes that bring us joy and meaning is something fast fashion can’t replicate, and it’s an approach that makes our wardrobes, and our lives, simpler.
I bought an old pair of Levi’s from a thrift store on Cuba St, almost a decade ago. Soft and already slightly ripped, they had a perfect shape and silhouette. I wore and repaired those jeans until they were genuinely falling apart (think 2018 Kylie Jenner butt-rips, but unintentionally). I still have those jeans tucked away, waiting for a skilled repair because I can’t bring myself to let them go. The cost-per-wear alone has paid for those jeans tenfold, but the real value is sentimental and I can’t wait for the day I get to bring them back into rotation.
Emotionally durable clothing is valuable because it brings ongoing joy, comfort, and meaning to our lives. With the rise of fast fashion, there’s a shift away from this idea, and I can see people feeling disconnected from their wardrobes. When a closet is full of micro-trends and low-quality fabrics, finding something you genuinely want to wear becomes a challenge. A quick fast-fashion fix might fill the void briefly, but it rarely becomes something you’re attached to. Building a wardrobe around quality, thoughtfully selected pieces makes choosing what to wear so much easier, because it fills your closet with items you genuinely want to wear.
That’s been my mindset behind our next collection, Core 2.0. Each piece is designed as a versatile, reliable staple, a building block for creating outfits that reflect your style and make you feel good. This approach makes dressing easier and a lot more fun, allowing you to cultivate a wardrobe of pieces you love.
For me, emotionally durable clothing is about more than just lasting quality. It’s about materials that feel good, combined with timeless, elevated silhouettes. We’re creating clothes with genuine, long-lasting value.