Why back to school shopping needs a rebrand 

Why back to school shopping needs a rebrand 

As September rolls around and back-to-school nerves are fresh, the desire to buy new things to soothe this uneasiness rises dramatically for a good portion of the student population. There’s an unspoken urgency to go back to school shopping and start fresh. Some students believe that new clothes and shiny shoes make a “new you.” 

I too have an interest in purchasing an abundance of new things to make myself seemingly more prepared and feel better about the new semester. However, with inflation high, it’s hard to ignore the rising price of everyday products, and new clothes are not attainable for many of us, myself included. So, this summer I spent some time thinking about new school attire and the stigma around it. 

The world is a different, more fragile place these days, and I believe this school year, the UVic community should shift its focus away from building a new wardrobe and eliminate the idea that we need new clothes to improve ourselves.

The unnecessary pressure caused by back-to-school shopping in addition to various other stresses, is not good for anyone. Our society has been conditioned for decades that buying new things will improve our mood. This year, rather than feeding into capitalist ideologies, students should resort to alternative ways of preparing for school. 

For example, the concept of a clothing swap was brought up in my circle of friends and immediately loved by all. Instead of every individual going out and spending loads of money on new clothes, we can come together and utilize what we already have. Clothing swaps are better for the environment, a great communal activity, and free. The thrift store is another excellent alternative to buying new things. Not only are the pieces unique, but they are more cost and environmentally friendly.

In addition to finding alternative ways to refresh your look, I believe self-reflection is an important part of resisting the urge to buy a new September wardrobe. It’s time to realize that the new Nike Air Forces you bought last year had nothing to do with the friends you made or the grades you received. It’s common for people to have back-to-school shopping traditions that date back to kindergarten, but it’s safe to say we are all aware that the world is not the same as it once was. Habits we have gotten away with for decades must come to an end for an improved planet. Shopping and fast fashion are terrible for the environment and every year students participate without a second thought. The cycle of rebranding and wasting clothes, money, and resources is vicious, but it can be broken. This year, instead of planning a trip to the mall, try your friend’s closet, or even your own. You don’t need a fresh look to achieve your goals this year.