"’I Don't Want to Feel Outdated’. The dissonance between product attachment and contemporary relevance".

Product attachment presents one aspect towards more sustainable clothing consumption. However, empirical research and narratives from several mature Danish women reveal that product attachment runs parallel to their desire to radiate contemporary relevance. This desire challenges product attachment as a path towards more sustainable clothing consumption. Based on this research, the article presents four small narratives, each revealing product attachment working alongside the desire to radiate contemporary relevance. The findings emerging from the narratives are discussed and reveal that a strong product attachment appears to increase the number of times a specific clothing product is used. However, a strong product attachment does not automatically prevent replacement or complementary consumption. The article does not present any solutions to the challenge of creating sustainable consumption but draws attention to the need of redefining what it means ‘to be in fashion’ and thus promoting a paradigm shift within fashion.