When I saw the T-shirt with the imprint ‘all you need is less’, I had to have it. Admittedly because of my weakness for print T-shirts… but also because it speaks from my heart!

In the last few years, ‘less’ has become a part of my life. That doesn’t mean that I live in a Tiny House like one of the trendy minimalists or that white walls in my apartment do the decoration. My ‘less’ is less clutter and therefore less wasted time, less nervousness.

When I go shopping, whether in a supermarket or when I have to choose a mix-and-match vegetables box, I am regularly overwhelmed by the oversupply. Why should this only happen to me…?

But it’s not only in my private life that this mindset has crept in. I take great care to arrange fewer appointments and fewer meetings in order to have enough time to let my thoughts run free. This is how the best solutions have been found in recent years.

The name <few>, formula for an effortless wardrobe, for example, was born out of exactly such thoughts – and that is unbelievable, but true – in 5 minutes on the couch.  How formative this brand name would be was not yet clear at the time, but in the various phases of its creation I kept coming up with the idea that less is simply more!

I go even further, for me ‘less’ is the only true form of sustainability! Product development instead of collection development, for example, saves a lot of resources right from the start: raw materials, routes and time in development and purchasing, and online trade can no longer be cursed as categorically with the focus on ‘less’ as is often the case today. In no way do I want to defend the practices of the great online retailers we all know. But from my own experience I can say that without online trade it would be difficult or impossible for me to live in a village in the Allgäu region of Germany and to found few as a slow fashion label.

To come back to ‘less’ consumption, here’s a little story: Even though I have renounced the consumption of fast fashion, I still go to these shops from time to time to challenge myself – fortunately with success so far. What I have seen here was anything but ‘less’… except maybe the immoral prices… To my great delight, I have consistently missed the Friday-for-Future generation! I am aware that this was a snapshot, but even here I can say that at this age, during the holidays, I would have been in exactly this place with a Christmas bonus… I am convinced that this shows a change in consumer behaviour, which, as paradoxical as it sounds, contains much ‘less’.

PM