The EU Commission’s 2030 vision for textiles says “Fast fashion is out of fashion”. This ambition sets out a much-needed agenda for change within the EU, as well as in the global fashion and textile industry. Consumer research that provides information about the actual use of clothing and textiles is a topic that has not been adequately taken into account in sustainable textile strategies and policies worldwide. At the same time, the use phase is crucial as keeping a garment in use (wears and years) for a long period of time substantially reduces the environmental impact per wear (Klepp et al., 2020; Watson & Wiedemann, 2019). Hence, the issue of fabric and clothing use is of crucial importance, especially if the environmental impact of textiles is to be significantly reduced, as set out in the EU Textile Strategy.