Consuming doesn't make us happy

Being a fashion brand and encouraging deconsumption may seem crazy. However, wanting the well-being of our consumers seems obvious to us.

Yes, it is indeed a question of happiness!

Indeed, recent studies reveal that in a materialistic society, consuming less would free up mental space , reduce decision fatigue, as well as environmental impact and consequently, increase self-esteem.

The sheer volume of clothing on the market, the incessant advertising, the unattainable standards conveyed on social media, and the guilt-inducing influence have led to an increase in compulsive buying. On average, a person buys 40% more clothing in 15 years and keeps it for half as long.

If you thought you were the only one standing in front of your wardrobe in the morning feeling like you have nothing to wear, you're not. 1/3 of our clothes never make it out of the closet because we have too many, making it hard to choose.

Let's free ourselves from this addiction and reverse the trend!

Be careful, though, spring cleaning à la Marie Kondo isn't really the solution! Not everyone is cut out for a minimalist lifestyle , and throwing away clothes isn't the answer. Instead, consume less and make thoughtful purchases that we actually want and that will last a long time.

Don't buy this jacket

Like Patagonia , which launched its famous “Don't buy this Jacket” campaign in 2011, we also wanted to address the problem of consumerism through images.

Convinced that the best remedy for overconsumption is to make conscious choices, we invite you to ask yourself a few questions even before falling for a beautiful piece.

Don't buy this jacket:

• If you already have 3 in your closet

• If you don't have at least 10 ways to wear it

• If you don't have twice the amount in your bank account

• If you don't see yourself wearing it in 2 years

• On a whim

Buy this jacket:

• If you answered NO to all of the previous statements

• If you promise to love her for a long time and give her many lives
  
  

Belle et rebelle is a women's fashion boutique where you'll discover Quebec designer clothing, locally made jewelry , and unique accessories . It's the perfect place if you're looking for an independent boutique in Montreal that focuses on local fashion , slow fashion, and female entrepreneurship . Whether you're looking for comfortable and stylish clothing, original gift ideas, or ethical and sustainable pieces, our boutique on Saint-Hubert Street is a must-see in Montreal.