The best way to Store Extra Sustainably, In line with Andrea Cheong

Each day, Andrea Cheong logs onto TikTok and teaches her 200,000-plus followers tips on how to store. Now, this isn’t the haul- and try-on-filled content material you will have grown used to seeing sprinkled throughout your algorithm — no “life-changing sweaters you should attempt ASAP,” or “‘Fleabag’-approved jumpsuits excellent for falling in doomed love with your Sizzling Priest.” Cheong, as an alternative, takes a extra academic strategy, getting all the way down to probably the most elementary fundamentals of why and the way we purchase the clothes we do.

“None of us have been taught tips on how to store,” says Cheong, a journalist by commerce who runs the London-based content material consultancy Onli Company. “The extra I began analyzing my garments, I noticed that, one, the standard was worse than I assumed, and two, manufacturers had been making all of those claims about how their garments had been extra sustainable than they really had been.”