Why We're Boycotting Black Friday and Popping Up with Lone Design Club



Black Friday is bad news for the planet, and for small independent brands. This year, we're joining Lone Design Club's anti-Black Friday concept store to help fight back against fast fashion, and here's why...

Black Friday is a global shopping event that happens the day after Thanksgiving - this year it's on Friday 29th November. A few days later, we have yet another massive sales rush on 'Cyber Monday' - basically another opportunity for shopping mayhem.

The big problem is, there's a huge amount of waste from people buying things they don't need just because they're at a discounted price. That's before you even consider the pollution created by a massive spike in global shipping from online buys, and all the single-use plastic packaging.

Black Friday symbolises the fashion industry's reliance on overproduction and overconsumption. Ethical fashion campaigners Fashion Revolution want us all to break the habit.

"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 discounted steeply. Last year in the UK, this spending amounted to £1.49 billion over Black Friday Weekend. This year, we are asking citizens to take a stand against mindless consumption, and retailers to abstain from discounts between Black Friday and Cyber Monday."

We will not be offering any Black Friday sales. Why?

Because as a small independent brand, we cannot slash the prices for various reasons:

  • We respect the people who make our clothes and pay fair wages to our makers and to everyone involved in our supply chain, from fabrics to fastenings.
  • Our individual made-to-order pieces are 100% handmade in our studio - a time-intensive process that we price accordingly. Any discount would undermine the craft of this process.
  • Our margins are already very small, as we try to keep our pieces affordable while invest in developing unique designs, quality fabrics and beautiful photography so our values align with your values.
  • We want you to buy our clothes because you love them - not because they are discounted. Buying from a small, sustainable label is an investment in something beautiful and meaningful that can take pride of place in your wardrobe.

Want to find out more about how we're working towards responsible production and consumption? Check out our blog post all about the sustainable development goals.

The LDC Anti Black Friday Concept Store

We are so excited to be joining Lone Design Club again in London, this time for their Anti Black Friday concept store from 18/11-1/12 in Shoreditch - and you're invited.

LDC are putting their middle fingers in the air to fast fashion and Black Friday discounts to spread the word on sustainability. There will be a huge selection of ethical fashion brands and independent designers in an immersive experience so you can reduce your environmental impact without compromising on style.

There'll also be a great lineup of events, including a panel discussions with One Young World and Fabric for Freedom, an upcycled jewellery workshop with Alison Fern, a live podcast recording from Fashion Originators, a talk on How to Start a Sustainable Brand, networking with the Sustainable Lifestyle Awards, and plenty of opportunities for late-night shopping and drinks.


Location: 130 Shoreditch High Street
Date: 18th November - 1st December
Opening hours: 10AM - 7PM daily
Free entry, open to the public 

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