We know that fashion’s impact on people and planet is out of control. The effect of COVID-19 on the fashion industry has left brands with mountains of unsold stock. While it’s impossible to estimate just how many clothes have been landfilled or incinerated, Bangladesh alone has seen more than $3 billion USD in cancelled orders, representing an estimated 982 million garments1. In addition, the majority of the people who make our clothes live in poverty and the gap between rich and poor continues to grow. For instance, it’s estimated that it would take a major fashion CEO just 4 days to earn what a female garment worker in Bangladesh will earn in her entire lifetime2.
Black Friday represents a sore spot in an industry that runs on overproduction. 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.
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 massage that this behaviour is too costly for our planet.
Share the campaign on social media to help us spread the message about Black Friday.
Click below to download our Instagram grid and story templates.
Reach out to the big brands and ask them how they protect the people who make their clothes and whether they’re taking responsibility for the waste they create. Ask them #WhoMadeMyClothes? Ask #WhatsInMyClothes? and ask them to make less stuff.
Use the template below to send a tweet or pop into their DMs:
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.
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, not all purchases come from a place of need. 29% of shoppers in the UK expected to spend the most on clothing and shoes during Black Friday, whilst in France that number was 53%. So when it comes to buying new clothes, which are often a frivolous rather than necessary purchase, we’re encouraging everyone to think twice and ensure that #LovedClothesLast.
We’re calling on brands to abstain from offering discounts this Black Friday weekend. We know that the end-of-season sale model is ingrained in many brands. Yet, we believe that the future of fashion is about buying things we’ve thought about carefully, and we’re prepared to make last, rather than on a whim and because something is on sale.
If you are a brand that isn’t taking part in Black Friday discounts, you can pledge to donate a small percentage of your revenue to Fashion Revolution over Black Friday Weekend. This support helps us to fund all of the work we do in campaigning for a fair, safe and transparent fashion industry. And, we’ll provide donor brands with a suite of social media assets to help share our message. Get in touch at bronwyn[at]fashionrevolution.org.
Spread the message that #LovedClothesLast on socials this Black Friday.DOWNLOAD
We’ve joined forces with other likeminded groups campaigning for a fair, safe and clean fashion industry to help spread our message far and wide.