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GLASGOW – Academics at Glasgow Caledonian University (GCU) are calling on consumers to partake in their Fashion Detox Challenge, after new research found that those who abstain from binge buying develop healthier, more sustainable views about what’s in their wardrobe.

The international study, supported by a team at GCU, saw shoppers from across the UK, USA, Canada and Australia chronicle 10-weeks without new items of clothing to gauge their emotional responses.

Dr Emma Kidd, a sustainability researcher at GCU, said: “People are hooked into patterns of overconsumption and the hook is often a fear of missing out or a fear of being unhappy or uncomfortable. It’s clear that amassing new clothes does not bring lasting happiness and satisfaction, so we need to sell the benefits of buying less.”

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