The Great American Apparel Diet Ends In 100 Days, Dieters Say They Feel Lighter

Online, May 19, 2010 (Newswire.com) - Contact: Sally Bjornsen
E-mail: sally@sallyreps.com
Phone: 206-283-9916

May 20, 2010

The Great American Apparel Diet Ends In 100 Days, Dieters Say They Feel Lighter

Seattle-Last fall, a handful of women from Seattle and Southern California embarked upon an experiment-giving up apparel shopping for one year and blogging about it on www.thegreatamericanappareldiet.com blog. What started as a simple, regional idea quickly morphed into a mini-movement including "dieters" from all over the world and from a broad demographic. The diet officially ends in 100 days (August 31st, 2010) and the women and men who have been on the "fashion fast," say they feel lighter and more conscious of their behavior as a result of curbing their consumer appetites.

"I will definitely shop differently when this is all over," says Sally Bjornsen, founder of the diet. I now have a clearer understanding of why I shop and how to be more strategic about what I really need. It hasn't been easy but it has been incredibly insightful." Bjornsen has established her eight rules of shopping which are clearly stated on the blog.

1. Don't ever buy something because it's on sale. Don't buy it if you wouldn't pay full price for it.
2. Don't buy anything you don't try on first.
3. Don't buy anything that doesn't fit you at that moment.
4. Don't buy anything on impulse--it's usually all wrong.
5. Don't buy it unless you have two things in your closet that will pair nicely with it.
6. Don't buy it if you aren't comfortable in it right now.
7. Don't buy it because it is "in," instead buy it because it's magical!
8. Buy local if you can.

The group of women is made up of mostly middle class women. Demographically, the bloggers range in age from 19 to 60. The participants share a community that is filled with humor, wit and sound advice. Weekly polls on the blog ask questions such as "If you could shop anywhere today where would it be." Or "If you could buy one item of apparel this afternoon what would it be." Members share their thoughts on books, social movements, culture and their struggles with keeping their money in their wallets.

The dieters hail from nineteen states in the U.S. and from a variety of countries including Denmark, Germany, Croatia, Serbia, Canada, Australia, Italy, Brazil and the UK.

The diet officially began on September 1st, 2009 but participants have been jumping on board throughout the year. Bjornsen says she'd love to see more women join for the last month of the fast. "It would be great if people, who wanted to get their feet wet, would join us in the final stretch." The diet officially ends August 31st, 2010.