Black Friday becomes clearer if you write down beforehand what is missing from your wardrobe. Cost per wear and the number of combinations can help you judge a purchase more realistically. Use those questions as a tool, not as a hard rule.
Why discount days cause regret
A low price makes a purchase easy, but not necessarily good. Anyone who follows a discount day in a busy week without a plan often buys pieces that do not go with the rest. A low purchase price says little if you hardly use the garment.
The aim of this piece is simple. You give yourself a framework for purchases. Then you can decide calmly, even if something is on offer.
Step 1: make your list before you look
Before Black Friday, go through your wardrobe. Which pieces do you wear most often, and what are you missing? Perhaps a warm coat, a fine sweater or trousers in a basic colour. Write down three to five things. Use the list as a brake on impulse purchases.
Step 2: work with cost per wear
Cost per wear is the price divided by the number of times you put something on. A hypothetical example: a coat of 300 euros that you wear a hundred times costs three euros per wear. A sweater of 50 euros that you wear four times costs twelve euros and fifty cents per wear. In this example the cost per wear of the coat is lower. That is no reason to buy everything expensive, but it is a reason to look at quality and versatility.
| Piece | Ask yourself | Suits if |
|---|---|---|
| Coat | Will I wear it more than 50 days a year? | It combines with all my trousers |
| Sweater or polo | Can the colour be combined with three other pieces? | It sits comfortably at the neck |
| Trousers | Do they go with my jackets and shoes? | They still sit well after a day of sitting |
| Shirt or blouse | Can I wear it at the office and at the weekend? | It is easy to iron |
Step 3: look at material and finish
Lifespan and how often you wear something have a big influence on the cost per wear. Look at the material: lifespan depends on fibre, construction, use and care. Read more about merino wool and cotton. Also check the seams and the buttons: if they are sturdy, the piece stays beautiful.
Examples of purchases you will wear often
- Maximilian: a wool cardigan with tailored cut for men in beige, of 100% wool. Wear it over a shirt or polo, at the office and at the weekend.
- Trenton: an open polo of 100% merino wool in black, which you wear under a coat or jacket.
- Arabelli: high-waist pleated trousers in black, which go with almost any blouse or sweater.
- Hamilton: a shirt with Italian collar in white, of 100% cotton, which you wear all year round.
- Frederick: pleated trousers with a brushed inside in coffee brown, a colour that goes with navy and cream.
The waiting rule and the fitting attitude
Unsure about a piece you do want? Put it in your basket and wait twenty-four hours. If you still want it afterwards and it fits within your budget and wardrobe, you can decide more deliberately. Always try the piece on in your mind first: can you see yourself wearing it in three situations that occur in your life? If not, leave it.
For clothing you buy online, check the size carefully. So always check the size advice and size chart. At Issu & Lloyd returns cost from €5; see the shipping page for the conditions.
An example of a smart purchase
Say you have a navy jacket, grey trousers and a few shirts. What is missing is a warm layer for cold days. A wool cardigan then fits exactly into that gap. You wear it over any shirt and under the jacket, and it combines with everything you already own. That is a purchase with a high wearing frequency. A piece that only combines with one outfit will probably be worn less often.
Also ask yourself whether the piece suits the life you lead, not the life you would like to lead. Look above all at the occasions that really occur in your own life.
What do you do with what you already have?
Before you buy something new, first look at what you already have. Look at clothing you have not worn for a long time and ask yourself why. Does it no longer fit, is the colour wrong, or are you missing a piece to wear it with? Sometimes one addition solves five pieces. A good addition preferably combines with several existing pieces.
How to build up calmly
A wardrobe is not built in a day. Aim for a core of pieces that all fall in the same colour family: black, navy, cream and brown. As a guideline you can check whether a new piece combines with several existing items. That prevents stray items that go with nothing. See the premium men's clothing and premium women's clothing for pieces with plenty of staying power.
Finally, consider care. A piece that needs a lot of care is worn less often. Choose clothing you can wash, iron and store without effort.
Shop the look
Maximilian: wool cardigan, beige
Trenton: open merino wool polo, black
Arabelli: high-waist pleated trousers, black
Hamilton: shirt with Italian collar, white
Frederick: trousers with brushed inside, coffee brown
Frequently asked questions
What is cost per wear?
The price of a piece divided by the number of times you wear it. The more often you put it on, the lower the cost per wear.
How many times do I need to wear something for it to be worth it?
That is personal. Look above all at price, quality, occasion and how often you expect to really wear the piece.
Is quality always more expensive?
Not always. Price and quality do not rise one to one; look at material, finish, fit and expected lifespan.
Can I return clothing if I regret it after all?
Yes. Check the current return conditions on the returns page.
