Last week, Seattle-based photographer rep Sally Bjornsen sent out an email announcing a new blog and a new way of life. She and 16 women from Seattle, Redmond, Los Angeles, San Diego, Austin TX, Florida, and the UK have embarked on the The Great American Apparel Diet; they’re completely eliminating new apparel for one year.

A coworker told me about Sally’s plan a week or so prior, and prefaced her lead with something like, “I know it’s the very opposite of your enterprise with your blog…” Yeah, I have spent the last six months encouraging you to shop and having conversations about how to spend your money wisely, but I don’t feel like Sally and company are completely at odds with us. Ostensibly, these women are going to be buying something this year - if not dresses and sweaters, perhaps cashmere throw blankets and cut-crystal stemware (and a loop hole in the bylaws does allow dieters to purchase some accessories). And more importantly, I have to imagine the exchange of goods and dollar bills will take on new weight, and I’m all for any plan that makes us more active (as in, less passive) consumers.

Could you do it? Would you? I chatted with Sally about all of this in an effort to understand more about her motivation and goals.

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Tell me about the moment this diet idea occurred to you, and the moment you decided you could or should really do it.

Sally: In my past I had a career that required a serious wardrobe; now, I work for myself and wear jeans and a t-shirt most of the time. While this work-from-home office was my reality, I continued to shop as if I was building a wardrobe for something other than typing on a computer and making phone calls. I enjoyed the shopping and buying experience but usually I came home with bags of clothes that were appropriate for the board room, not my kitchen counter. It’s silly typing in a suit at home by myself.

I found I wasn’t wearing about 80% of what was in my closet. I gave away clothes to my mom, my sisters, and to friends. I occasionally consigned. I was disgusted by my own consumerism, and then the idea occurred to me: What would happen if I gave up shopping for apparel for a year? Would it make me feel like a schump or a reasonable person? “Who am I,” I asked, “if I am not wearing something new?”

I am also grossed out by all the trash and landfill we as a society turn over – that had an effect on my decision but it wasn’t my main motivation.

What’s a normal year like in terms of wardrobe acquisitions? Where do you usually shop, and for what?

A normal year =

*five to ten pair of pants (usually 70% jeans) at about $100 to $200 a pop
*boots (a few pair a season)
*sweaters (cashmere is my favorite)
*at least one new coat and a few little jackets
*blouses, t-shirts (at least 10 to 20 a year)
*a dress
*a skirt

I am certain I spend about $5K to $8K a year on apparel and footwear. My favorite stores in Seattle are: Show Pony, pony/ Horseshoe, Clementine, Les Amis, J. Crew, and Anthropologie.

Beyond making it through the year, what are your goals? What do you hope to learn or change about yourself?

My goal for the year is to gain some control and to be more thoughtful about my wardrobe. In the past I would just buy to buy, not necessarily because the item worked in my wardrobe or even looked good on me. I am fascinated by the really expensive pieces in my wardrobe that I have continued to wear year after year. I have a shirt I bought at Max Mara about ten years ago; it was $200 (on sale) at the time which is a lot of money, but it is the smartest purchase I have ever made. It looks great, always, and it has really held up over the years. I would love to know ahead of time what sort of life that item will have in my closet. I could be more thoughtful and would likely spend more per item if I could assess that. I am hoping that after the year is over I will be able to really see that because I won’t have all the clutter or urgency to buy, instead it will be more strategic.

I also want to see, from a sociological standpoint, what happens to upper middle class working women when they can no longer get the “hit,” from something new. I also want to encourage the group of women to exchange with one another. For example if someone has a black-tie event and they “have nothing to wear,” they can post on the site and ask the other girls if they can borrow a dress. When most of us only wear 80% of our wardrobes certainly we have apparel to loan.

What do you think will be the success rate for your team? How many will drop out by the time holiday season rolls around?

I know about ten of the women really well. Most of them are super serious about making this work. The others I don’t know as well. It will be interesting to watch what pushes people’s buttons and what their temptations are.

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So how about it? Could you? Should you? Would you?