This Black Friday, Fashion Revolution is saying no to the sales and exploring the issues of overproduction, overconsumption and waste. We are asking citizens to take a stand against mindless consumption, stand up to fashion’s culture of disposability and exploitation and avoid the sales between Black Friday and Cyber Monday (26th – 29th November 2021).


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.

To take part, send £1 to Fashion Revolution via Paypal to donate to us online. 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.


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? and #WhatsInMyClothes? to hold them accountable.

Use the template below to send a tweet or pop into their DMs:

“Hey [@fashionbrand], this Black Friday, I want to know how you’re taking responsibility for the waste in your operations and tackling fashion overproduction? Tell me #WhatsInMyClothes? #WhoMadeMyClothes?”

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. 29% of shoppers in the UK 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

I work for a fashion brand – how can we take part? 

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. We need forward-thinking businesses to buck the Black Friday trend and empower people to choose quality over quantity instead.

If you work for a fashion brand, retailer, resale or rental platform, 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. We provide donor brands with a suite of social media assets to help share our message, and a dedicated thank you for standing against overproduction and overconsumption. Get in touch to find out more.


Download the press release

Download the press release

Journalists and content creators, get in touch to cover the campaign.

Follow us on Instagram

Follow us on Instagram

Join us for a series of Instagram Lives with industry experts throughout the month.

Fashion & the Climate Crisis

Fashion & the Climate Crisis

Take action on the impact of the fashion industry on our planet.

Covid-19 & Garment Workers

Covid-19 & Garment Workers

Learn about the impact of Covid-19 on the people who make our clothes.





We’ve joined forces with other like-minded groups campaigning for a fair, safe and clean fashion industry to help spread our message far and wide.

A huge thank you to the participating brands, retailers and rental platforms for this year’s Black Friday campaign:

Again & Again
Artisans & Adventurers
Fanfare Label
Gina Cusachs
Imara Earth
Lauren Chivers
Leigh Elizabeth
Lone Design Club
One Essentials
Pala Eyewear
People Tree
Pop My Way
Rejean Denim
Revival LDN
Sellers With a Story
Shop Like You Give a Damn
Sister & Kin
Talia Collective
Wyatt & Jack
YOU Underwear