FASHION REVOLUTION’S BLACK FRIDAY CAMPAIGN CALLS FOR AN END TO
OVERPRODUCTION, OVERCONSUMPTION AND WASTE
1/11/2021

Throughout November, global fashion activism movement Fashion Revolution will catalyse acampaign against overproduction, overconsumption and waste in the fashion industry. We
want citizens to take a stand against mindless consumption, combat fashion’s culture ofdisposability and exploitation, and say no to the Black Friday and Cyber Monday sales.

“Black Friday is a scam. It’s one more way to get citizens to think they arefinding a bargain, when in fact they are hunting an illusion. Black Friday is
about the rush, the speed, the compulsion. At Fashion Revolution we areasking you to stay conscientious and to buy with purpose.”- Orsola de Castro, Fashion Revolution co-founder and creative director
Black Friday represents fashion’s systemic overproduction problem, with big brands
thoughtlessly churning out new products at the cost of people and the planet. Brands getaway with this wasteful business model because cleverly marketed seasonal markdowns
mean their customers help them get rid of unsold stock. An estimated 100 billion pieces ofclothing are made each year, but according to our 2021 Fashion Transparency Index, only
14% of major fashion brands publish the quantity of products they produce. Meanwhile, only
27% of major fashion brands say they are investing in circular solutions such as
textile-to-textile recycling, and just 32% have clothing take-back schemes in place.
The majority of the people who make our clothes live in poverty. In fact, Oxfam estimatesthat it would take a major fashion CEO just 4 days to earn what a female garment worker inBangladesh will earn in her entire lifetime. We want to see an end to this hyper-discountculture where there is so little value placed on clothing, the resources used to produce it or
the people who make it. We, as consumers and as global citizens, deserve better from ourwardrobes.
Citizens can take part in the campaign by abstaining from shopping Black Friday sales
where possible, choosing alternative ways to have fun with fashion like upcycling, repairing,
swapping and sharing. They can also help spread the message that overproduction costs
the Earth on social media, holding brands accountable by asking #WhoMadeMyClothes?
and #WhatsInMyClothes?, and supporting the movement for positive change by donating toFashion Revolution.
During the Black Friday weekend (26th – 29th November 2021), a series of sustainablefashion brands, retailers and rental platforms, including ELV Denim, People Tree, BEEN,
Sabinna and Lone Design Club are pledging to donate 5-15% of their sales instead ofpromoting discounts that encourage unsustainable practices of overproduction andoverconsumption.

We know that the end-of-season sale model is ingrained in many brands, but we needforward-thinking businesses to buck the Black Friday trend and empower people to choose
quality over quantity instead. This crucial support helps us to fund our work campaigning fora transparent and accountable fashion industry.
The Black Friday campaign is supported by Fashion Revolution’s global network of 90+
country teams, alongside organisations working to shape a better fashion system: Fashion
Act Now, Global Fashion Xchange, Slow Fashion Movement. Collective Fashion Justice andFashion Takes Action.
To learn more and take part, visit: www.fashionrevolution.org/blackfriday
For images and interviews, contact the Fashion Revolution Press Officepress@fashionrevolution.org