What Not To Wear: The Six Items Or Less Project
18th June 10
Posted in creativity, culture
Author: Heidi Hackemer (@uberblond), Planning Director, BBH New York
What do our clothes say about us? Why do spend so much time on what we wear? What happens when we don’t?
Starting Monday, June 21st, a group of people from California to Dubai are going to take part in a little experiment: each participant gets to choose six (and only six) items of clothing and pledge to wear only these six items of clothing for a month. They’ll share their experiences via a group blog throughout the course of the month.
People have asked what the philosophy is behind the experiment and most assume it’s a statement about consumerism. In reality, we haven’t dictated a driving thought. Rather it’s about putting a challenge out there and seeing what people bring to it and do with it. Even in this pre-experiment era it’s turning out to be a nice brief: tight enough that there are walls and consistency, loose enough that the output will be varied and ripe for discussion.
To understand what people are bringing to the table, the one question we ask at sign up is “why”? So far, the primary motivation falls into one of four camps:
1) anti-consumerism
2) the mental freedom that comes with a uniform
3) creativity (“let’s see how inventive I can be with this limitation”)
4) masochism
There are a few things that we’re really liking about this experiment that will hopefully make us smarter about people and communities down the road:
1) The experiment itself. We’re deadly curious to see how the month will go and what it will unveil about the participants and their relationship to their clothes.
2) The speed at which it went from a little idea amongst two friends (myself and my former colleague at Fallon London, Tamsin Davies) to an idea that has been embraced by people globally and how digital tools are allowing to manage and keep pace with the spread.
3) The fact that this isn’t about an agency or a brand, but rather it’s first and foremost about collaboration with a community of curious people. The experiment has grown and breathes with that community and if we can help it continue to do so, should be quite interesting. That being said, in true spirit of BETA we’re the midst of updating the blog so it can handle a larger community (should be ready by Saturday) and also looking to add in some data capture and perhaps a sponsorship mechanism into the site experience.
It starts Monday the 21st – brave enough to give it a shot? You have until Sunday to sign up, details are here.
If not, please still let us know what you think about the project here and follow along @sixitemsorless or sixitemsorless.wordpress.com.
17 comments on “What Not To Wear: The Six Items Or Less Project”
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Mel Exon
I’m pretty sure most people think I only have six pieces of clothing anyway…
Haha…go me.
My thoughts exactly. Is that a statement then too?!
This is really interesting, Mel. I think anti-consumerism and sustainability initiatives are entering a period of transition in the the public consciousness (to oversimplify, from hippy to hip?). I expect we’re going to see more and more of them done in more and more fascinating ways — and this is certainly striking early and interesting. Alas I’m not brave enough/don’t do laundry often enough to try it myself, but I will watch with interest.
Probably already on your radar, but I’m reminded, a little bit, of this project: http://www.theuniformproject.com/
– one dress worn for 365 days with recycled and donated accessories
[...] [via BBH Labs] [...]
[...] community is growing June 18, 2010 // 0 hey everyone, we’ve been featured on BBH Labs and PSFK today as well as been tweeted by lots of interested people. the number of participants is [...]
Totally agree. I wore the same black T shirt 42 days in a row to make a statement about JCrew’s discontinuation of their athletic fit ‘broken in’ T shirt. They must have changed their supplier or something.
I think it made a difference. Here was their response to my protest:
J.Crew to me
show details 8/17/09
We are very sorry to hear of your disappointment in our broken in tees.
Occasionally, there is some overlap between style and size. As styles shift or become more varied, the consistency of sizing can slightly change as a result. Our broken-in tees have been stylistically modified for the new season offering a more tailored slimmer fit. This may result in them not fitting in the manner to which you were accustomed in
the past. We apologize if this is the case.
Regarding fabric, we try to consistently offer the broken-in tees in a specially dyed cotton jersey, heavily washed for softness. Colors are garment-dyed for deep tones and a vintage look from the beginning and should fade slightly over time.
Your feedback, as well as your shopping experience, is incredibly important to us. We definitely want to know what you think and appreciate your taking the time to share your thoughts regarding the broken-in tees with us.
It is truly our hope that you will continue to shop with us. Please know that we would like to have the chance to serve you again in the future.
If we can be of further assistance, please let me know by responding directly to this email or through my contact information which I have provided below.
Best,
Lisa
That’s an easy one: Beyond Paradise by Estee Lauder, black neck tie, pin stripe suit jacket, black tuxedo pants, a tailored white shirt, and CK boxers. In that order.
To me, this is about freedom from overwhelming choice. So I’d like to expand the challenge–In addition to limiting my wardrobe, I will only listen to six cds for the whole month.
I love this purist build on the original brief. Next step, only eat six things. Or talk to just six people. Or look only in six directions. Love it. Discipline is good.
I note that neither @grumblemouse nor @stephenriley have selected any underwear amongst their 6 items.
[...] questions. However, BHH Labs states that the participants who volunteered for the project seem to be motivated by anticonsumerism, the freedom found in lack of choice, creativity and [...]
[...] — What Not To Wear: The Six Items Or Less Project « BBH Labs. [...]
My wife has gone months at a time with 6 or so pieces of clothing. We don’t think too much about it. If its clean and not threadbare we wear it. I hope that people looking at this site realise that most people in the world have less than 6 items. For many the clothes they stand up in is all they own.
Good point. I was one of those people not long ago.
I believe the Six Items or Less Project provides exemptions for underwear. So, underwear doesn’t count as one of the six items. Nor do accessories like jewelry, nor do shoes.
Just saw this on the today show. Was going to go out yesterday and SHOP… today I said I am going to take my own challenge… 6 items a week for 16 weeks… Beginning 9/5/2010; ending 12/27 in times for post Christmas Sales. Who wants to join me
I will look for follow-up on my emai