Oh hey! 💋

You’ve officially found the mag Big Fashion doesn’t want you to read.

We started life as a one-off, y2k-era print mag exposing fashion’s Oh Major Greenwashing moments. Fast forward and we’re now a London-based indie mag dishing the dirt on fashion, sustainability and culture. We spill the tea on the real fashion sins (exploitation, waste & pollution - not skinny jeans) that traditional media loves to ignore.

Not Buying It remixes the mags of our girlhoods in style and attitude. There’s loads of hot takes, scandal, agony aunts, astrology and quizzes. And absolutely zero ads or shopping guides - as if!

This isn’t just a #deinfluencing platform about the things we refuse to buy, literally. It’s about all the marketing spin & societal myths we refuse to buy into, and all the ways we can take action Elle-Woods style. Serving lewks and ethics? Now that’s hot.

Subscribe for inbox-sized digi issues diving into the juicy topics that didn’t make it to print - like the dark side of dupes, fashion’s AI affair, and why brands aren’t our besties.

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Want the real deal? Snag a limited edition physical copy of the OG mag or bookmark the online version for free. Top tip: subscribe to be the first to know about future issues & paid submission opps!!

Mags this way!

Have your say 💬

Looking for the receipts on a certain brand? Or maybe you have an opinion you’re desperate to share? Slide into our DMs - we love topic requests and are always looking for guest writers! 💞