The changes from below with All You Can Wear

The “All You Can Wear” Movement

Perhaps you already know what All You Can Wear is, the event created by the Di Mano in Mano Workers’ Cooperative. Its popularity has spread over the last few years and has taken on the role of a true movement promoting conscious consumption.

To participate, follow three simple rules:

Take a bag provided at the entrance.
Fill it with accessories and clothing – all strictly vintage and second-hand.
Pay just 18 euros for everything.

In Milan and its surroundings, many have heard of All You Can Wear, even if just once. It has been talked about, imitated, and has sparked a word-of-mouth campaign so strong that it has even reached national TV and radio broadcasts.

But what’s so powerful about this event that creates trends on TikTok, lines outside stores, and “Instagram opportunities”?

Symbol of Conscious and Affordable Shopping

Do you remember Pan di Stelle, the iconic biscuits created by Mulino Bianco, which became an independent brand? The link between their taste, design, and the ability to evoke moments of reflection and sharing has been so strong that they’ve become a symbol in their own right.

Similarly, All You Can Wear has become its own brand in a comparable way. Initially born within the Di Mano in Mano Cooperative, it has developed independently and grown beyond just being an event. It has become a symbol of a community gathering around the idea of shopping that is both conscious and affordable.

This community has played a fundamental role in embracing and spreading the All You Can Wear message using innovative and impactful methods.

The Community and Bottom-Up Changes

Historically, changes in fashion were dictated by the wealthy and powerful. Affluent classes would display their privilege through clothing, and less affluent classes, in attempts to elevate their social standing, would imitate trends dictated from above. As soon as they managed to catch up, the elite would start a new trend in differentiation through clothing.

However, this top-down model of spreading fashion has never been as fragile as it is today. The imitation process is now more horizontal and faster than ever, and social media is undoubtedly the main driver of these changes.

“The success of an event like All You Can Wear is due to its being cool but also popular at the same time,” explains Massimiliano Besana, head of marketing at Di Mano in Mano.

“It has spoken to a large audience that has proven to be sensitive to the environmental issues in the clothing industry. This audience is composed of young people who love sharing and creating trends, participating in a virtuous cycle where conscious fashion, in our case vintage and second-hand, is accessible to all. Everyone wants to join this new and wonderful discussion to bring positive changes to the environment and community, in this case the offline one.”