When we first decided to transition to a more sustainable wardrobe, we knew natural fibers would be at the heart of that change. Natural fibers include organic cotton, silk, linen, bamboo, hemp, flax, alpaca, wool, and lyocell. But where to begin?

The 100 Day Challenge

One day, we came across an ad from a company called Wool&. They were challenging people to wear the same dress for 100 days straight. A hundred days in a single dress? You have to be kidding. Naturally, we had so many questions.

Can you wash it?
Yes — simply wash the dress, hang it overnight, and by morning, it’s ready to wear again.

Won’t people notice?
Enter the spotlight effect: a phenomenon where people believe they’re being noticed more than they actually are. Most people won’t even realize you’re wearing the same item—especially if you style it differently.

So you can style it?
Absolutely! Accessories, layers, belts, and scarves can transform the look.

We were intrigued!

According to Wool&’s website, when they first launched the challenge, they sent out 50 of their Rowena Swing Dresses (as seen below), and 13 people completed the full 100 days.

Interest quickly grew, and today, over 8,000 people have participated – including me! While the company no longer provides free dresses to challengers, successful participants earn a $100 voucher to spend on future purchases at Wool&.

What the Challengers Discovered

Participants quickly learned that wool has remarkable odor-resistant properties, which meant far less time spent doing laundry. Spills required quick spot cleaning, since the dress would be worn again the next day. Hanging the dress overnight kept wrinkles at bay, too.

My Turn: A Plus-Size Perspective

In our group (WhatOuiWear), I was selected as the guinea pig for the challenge since finding sustainable options in plus sizes can be more difficult—and often more expensive. Wool& allows you to choose any of their dresses for the challenge, so my first hurdle was selecting a dress and color I could happily live with for 100 days.

I’ve never been one to rave about black — it’s a bit harsh against my fair complexion — but ultimately, black offered the easiest versatility. I chose the reversible Brooklyn dress to give myself more styling options.

What I Discovered

What I enjoyed most about the challenge was getting creative with my styling. Belts, scarves, jewelry, leggings — I tried them all. My only regret was not having a few more belts on hand before I started. Since I try to shop sustainably, I usually buy secondhand belts, which can be a bit tricky to find.

When I compared the cost of this dress to items from Eloquii or Lane Bryant, it was surprisingly reasonable, especially considering the quality. Wool& also offers mini challenges that reward you with coupons, helping to offset costs even further. While you can only complete the 100-day challenge once, Wool& offers annual 30-day challenges where you can earn a $30 voucher.

The Unexpected Benefits

To join, simply visit Wool&’s website, enter your email, purchase your dress, and get started.

The Brooklyn dress was a perfect match for my hourglass shape, even as a plus-size woman. To my surprise, I received more compliments during this challenge than I typically do, despite wearing the same dress every day. Having a variety of belts and scarves definitely helped, though some challengers wore the dress as-is for 100 days — more power to them! Personally, I love playing with my wardrobe. After years of wearing scrubs as a nurse, I’m finally able to have fun with fashion again.

The challenge also led to another happy realization: I had more wearable items in my closet than I thought — especially after recently losing weight and thinning out my wardrobe. With fewer items crowding my closet, it’s easier to dress my best each day. If you haven’t worn something in over a year, perhaps it’s time to let it go — just a friendly thought.

I also developed a new habit: laying out my accessories and outfit ideas the night before. This streamlined my mornings and reduced decision fatigue, a routine I continue to follow.

As my wardrobe naturally evolves and items wear out, I replace them with sustainable options. Sometimes I wonder if I should wait until I’m a “smaller size,” but honestly — that’s a conversation for another day.