The Rise of the “Unbuy”:

Welcome to the era of doing less but better. Where buying nothing (except maybe a vintage lamp) is officially cooler than bingeing sales you didn’t need in the first place. Yes, minimalism had a baby with climate anxiety and birthed a new trend: The Unbuy.

image credit: Ethan Herrington

What’s “The Unbuy”?
It's not just a trend—it’s a quiet revolt. Think of it as the chic cousin of conscious consumerism. It's the decision to pause before purchasing, rethink the cart, and only bring home pieces with soul, story, and staying power. Basically: less landfill, more legacy.

image credit: Polly Ashman

Why It’s Trending Now:

Sustainability fatigue: We’ve reusable-strawed and compost-binned ourselves into exhaustion. People are craving simple, effective changes—and Unbuying is the easiest start.

Aesthetic rebellion: In a sea of sameness (hello, beige flatpacks), uniqueness is queen. People want homes that reflect them, not a mass-produced algorithm.

Cost of living reality: Saving the planet and some cash? Groundbreaking.

image credit: Chris Snook

So What Should We Buy?
When we do buy, it better be good.
Enter: heirloom-quality, pre-loved, one-of-a-kind treasures. You know—the things your grandma didn’t throw out because they still worked and looked cool doing it. Vintage rugs. Quirky ceramics. Wallpaper that wasn’t designed by a robot in 30 seconds.

Why Vintage is the Ultimate Unbuy-Flex:

It doesn’t fuel demand for new manufacturing

It’s often better made than the new stuff

It tells a story before you even open your mouth

And if you tire of it? Sell it, don’t bin it.

TL;DR?
The Unbuy isn’t about guilt. It’s about taste. It’s about investing in what’s meaningful, and skipping the stuff that isn’t. It's not “don’t buy”—it’s “don’t buy boring.”

-Juliette