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The paper examines reasons for why individuals buy and use clothes and how notions of sustainability is seen in relation to clothing consumption whereby the study is conducted as a case study with a focus on Danish individuals between the age 18 to 29. This study’s point of departure is positioned around questions on how to handle consumerism, in a world where resources are limited and considerations on the environmental impact of overconsumption must be made. Therefore, firstly accounts on sustainability and with a view on the phenomenon of Fast Fashion is presented.