Fashion has changed enormously over the years, and not always for the better. With new collections appearing almost constantly and clothes available at increasingly low prices, it's become all too easy to buy something, wear it a handful of times and move on to the next thing.

At O&C, we've always believed there's a better way to build a wardrobe. One that starts with choosing things you genuinely love, investing in quality where you can and looking after what you already own.

Sustainability is a complicated subject, particularly in fashion, and we certainly wouldn't claim to have all the answers. But it's something we care about, and it increasingly influences the decisions we make about the brands and products we bring into the shop.

Good clothes are worth keeping

One of the nicest things about being an independent retailer with such a long history is seeing how long some of the things we've sold have stayed with their owners.

It's not unusual for a customer to come in wearing a Barbour wax jacket they bought from us years ago, or a favourite pair of RM Williams boots that have accompanied them through countless seasons.

These are pieces that were bought for a reason. They fitted well, they suited the person wearing them and they were made to last. Over time, they've become old favourites rather than old clothes.

Of course, buying quality doesn't always mean spending a fortune, and a higher price tag isn't automatically a guarantee of better craftsmanship. But we do believe there's value in taking a little more time over what we buy, choosing versatile pieces and thinking about whether we'll still want to wear them in years to come.

Choosing brands with good values

When our buyers are putting together a new collection, style, fit and quality are always important. But increasingly, we're also interested in the people and thinking behind the products.

Where are the clothes made? What materials are being used? How does a brand approach its environmental responsibilities? And, perhaps most importantly, is it making something that people will genuinely want to keep?

We're fortunate to work with several brands taking thoughtful approaches to these questions, each in its own way.

Take Colorful Standard, for example. Its colourful everyday essentials are made using organic cotton and recycled wool, with production based in Portugal. The brand has built its identity around well-made, timeless basics rather than constantly changing trends, and has also achieved B Corp certification.

B Corp certification assesses a business across areas including its environmental and social performance, governance and transparency. It doesn't mean a company is perfect, but it does demonstrate a willingness to be independently assessed and held to defined standards.

It's an approach that resonates with us. A beautifully made sweatshirt or T-shirt might seem like a simple thing, but if it's something you enjoy wearing again and again, that's a good place to start.

Thinking about materials and manufacturing

The materials used to make our clothes have a significant part to play in their environmental impact, but there isn't always a simple answer to which fabric is best.

Organic cotton, recycled fibres and responsibly sourced materials can all have benefits, although how something is manufactured, how long it lasts and what happens to it afterwards are important considerations too.

Nobody's Child, one of our womenswear brands, has been doing some interesting work in this area. Alongside its distinctive dresses and easy everyday pieces, the brand has been developing its approach to preferred materials, supply-chain transparency and circular fashion.

It has also achieved B Corp certification and publishes information about its progress, including the areas where there's still work to be done.

We like that willingness to acknowledge the challenges. Fashion has a complicated supply chain, and meaningful improvements take time. We'd much rather see brands making genuine, measurable progress than simply using the word 'sustainable' as a marketing label.

And these are just a couple of examples. Many of the brands we stock are working to improve their materials, manufacturing practices and environmental impact in different ways. It's something we'll continue to pay attention to as we choose future collections.

Made for the long haul

Of course, what something is made from is only part of the story. How well it stands up to everyday life matters enormously too.

Swedish outdoor brand Fjällräven has long placed durability at the heart of its approach to clothing and equipment. Its hardwearing G-1000 fabric, for example, is designed for repeated use and can be treated with Greenland Wax to adapt its weather resistance and help maintain its performance.

The brand also puts considerable emphasis on caring for and repairing outdoor clothing, recognising that keeping a good jacket or pair of trousers in use is preferable to replacing it unnecessarily.

It's an idea that applies just as much to the clothes we wear around town as it does to those we take into the countryside. A favourite coat, a dependable pair of boots or a beautifully made jumper shouldn't have to be replaced simply because it's had a few years of wear.

A little care goes a long way

Sometimes the most useful thing we can do is look after the clothes we already have.

At O&C, we offer an alterations and repairs service, helping customers get a better fit or give a much-loved piece a little extra life. That might mean adjusting a garment so it feels just right, or patching up a favourite jumper that's developed a hole.

We also help customers arrange professional re-waxing for their Barbour wax jackets. Simply bring your jacket into the shop and we can send it away to Barbour, where its specialist team can restore the wax finish and help keep it protecting you from the elements.

Barbour has offered a re-waxing and repair service since 1921, and it's a wonderful example of how a garment can be maintained rather than replaced. We also sell Barbour wax for anyone who fancies having a go at re-waxing their jacket at home.

There are plenty of smaller things we can all do, too. Following care labels, washing clothes only when they need it, storing knitwear properly and dealing with little repairs before they become bigger problems can make a real difference.

None of it is particularly glamorous, but it's often the simplest habits that help our favourite clothes last.

Giving good clothes another life

And when we do eventually decide it's time to part with something, that doesn't necessarily mean the end of its story.

We've been delighted to welcome Mike from The Worn Works into O&C for his pre-loved menswear pop-ups over the past few years. His carefully selected collections of quality clothing from premium brands are a lovely reminder that a great piece doesn't have to be brand new to be worth buying.

In fact, there's something rather satisfying about discovering a beautifully made jacket, shirt or jumper that's already had one owner and still has years of wear ahead of it.

We're looking forward to welcoming Mike back on 6th and 7th November, with another collection of pre-loved autumn and winter menswear.

It's a chance to find something a little different, perhaps pick up a bargain and give some good clothes a new lease of life.

Progress, not perfection

We know that selling new clothing comes with an environmental impact, and we don't want to pretend otherwise.

There are complicated questions around materials, manufacturing, transport, packaging and what happens to products at the end of their lives. No single brand or retailer has solved all of them, and there isn't one simple answer to shopping more sustainably.

But we do believe that the choices we make matter.

For us, that means continuing to look carefully at the brands we work with, supporting those making positive changes and choosing products we believe offer real quality and lasting value.

It also means helping our customers make good choices, whether that's finding a coat they'll wear for years, choosing the right fit, repairing an old favourite or discovering something pre-loved.

We've been dressing customers in Aldeburgh since 1884, and while fashion has changed a great deal in that time, our belief in good clothes and good service hasn't.

Buy something you love. Wear it often. Look after it. And when you're finished with it, give it the chance of another life.

It sounds simple, but we think it's a pretty good place to start.