What is driving the fashion industry? Is it overproduction or overconsumption?

This Black Friday, Fashion Revolution is saying no to the sales and unpacking the discourse around hyper-consumption and its complicated relationship with overproduction. We are asking citizens to take a stand against mindless consumption, stand up to fashion’s culture of disposability and avoid the sales between Black Friday and Cyber Monday (24th – 27th November 2023).


When we buy into the seemingly good deals, we send a message to brands that it’s okay for them to thoughtlessly produce at the cost of people and the planet, because we’ll help them get rid of their stockpiles as long as they are steeply discounted. If we all abstain from shopping for discounted clothing, shoes and accessories, we can instead send the message that the true cost of their overproduction is too high. 

Take the pledge

Do you want to avoid the fashion sales this Black Friday weekend and support others to do the same? We need Fashion Revolutionaries everywhere to join this campaign.

This crucial step will help us fight back against fashion’s hyper-discount culture that leads to overconsumption and waste.

Share the campaign on social media to help us spread the message about Black Friday.

Click below to download our Instagram templates.



The Or Foundation needs your help to call on brands – big and small, fast and slow, old and new – to Speak Volumes by publishing their 2022 production volumes before Black Friday 2023.

Brands absolutely know how much they are producing; what business can survive without this information? But the 2023 Fashion Transparency Index found that just 12% of brands disclose the number of products made annually. The continued lack of transparency begs the question, what’s being hidden?

Demand transparency and accountability now

None of us actively seek to wear clothes that destroy the planet. But what we wear matters in the journey to building a more sustainable fashion system. Invest in clothing longevity this Black Friday weekend instead of buying new under pressure from fashion brand marketing campaigns. Here are some ideas for changing your relationship with your wardrobe for Black Friday and beyond:

  • Remember, the most sustainable garment is the one already in your wardrobe, so you can extend the life of your clothes by wearing and mending them for as long as possible. For creative ways to refresh your wardrobe, read Loved Clothes Last by our co-founder Orsola de Castro for a complete guide to caring, repairing, upcycling and more.
  • Try alternative ways to have fun with fashion, like renting, swapping, taking on a second-hand shopping challenge, supporting small independent designers or even making your own clothes.
  • If you can, consider quality over quantity when it comes to your next fashion purchase. Buy that jacket because you love it, not just because it’s on-trend. Slow down and scale back on your shopping.
  • You can also scrutinise the brands you buy from, asking them for more information about materials, packaging, waste and more before you part with your hard-earned cash.

Fashion Revolution is working to secure radical change in the way that our clothing is produced, sourced and consumed. We are pushing for greater transparency in the fashion supply chain through policy work, investigative research, innovative events, social media campaigns and inspiring informative content.

Regular donations from people just like you help us to take action on transforming the fashion industry for good.

To support the global movement, donate here.



What is Black Friday? 

Since the 1950s, the day after American Thanksgiving has been considered the official start of the holiday shopping season. The phrase itself signifies the day when retailers’ financial years would finally turn a profit, going from “in the red” to “in the black”. In recent decades this first day of holiday shopping has increasingly been marked by massive discounts, long store opening hours and online shopping sales. It’s also becoming more heavily marketed around the world and extending from a single day to a weekend and even a week’s worth of discounts. 

Is it okay to shop Black Friday discounts as a matter of affordability?

We get it – not all discounts spark mindless consumption. In fact, many of us may wait for a sale before buying an essential product, like a new mattress or pair of headphones. Sale seasons help many people access products that wouldn’t otherwise be affordable to them. So, if you’re awaiting Black Friday as a matter of affordability, you won’t find any shame from us. 

Of course, many fashion purchases are a result of desire, rather than necessity. In 2022, 29% of shoppers in the UK were expected to spend the most on clothing and shoes during Black Friday. So when it comes to buying new clothes, shoes and accessories we’re encouraging everyone to think twice and ensure that #LovedClothesLast


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Join us this month as we answer one of fashions most hotly debated questions: What is driving the fashion industry? Is it overproduction or overconsumption?

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Share your clothing love story

Instead of shopping the sales, make #LovedClothesLast.

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