Can Black Friday and Sustainable Fashion Co-Exist? – Vogue Summary

Black Friday and Cyber Monday represent critical sales periods for many retail brands, often accounting for a substantial portion of annual revenue. However, these consumerist events clash with the ethos of sustainable fashion, which prioritizes mindful purchasing and reduced waste. Vogue’s analysis explores how several sustainability-driven brands navigate this challenge by adapting their strategies.

The Dilemma for Sustainable Brands

• Black Friday embodies overconsumption, conflicting with sustainable fashion values.
• Despite calls to boycott, data illustrates that many brands—especially smaller and independent ones—rely heavily on this period for financial viability. For instance, 73% of merchants report that Black Friday and the festive period contribute over 20% of their annual revenue (WooCommerce).
• Discount culture risks devaluing sustainable products and training consumers to expect perpetual sales, which can jeopardize long-term brand health and industry sustainability.

Consumer Trends During the 2025 Holiday Season

• 20% of consumers intend to shop more consciously and sustainably (Shopify).
• Brands offering authentic, transparent sustainable products are gaining customer loyalty through Black Friday, using it as a gateway for higher quality purchases.
• Purchases tend to be larger and more meaningful during Black Friday for WordPress.com shoppers (WooCommerce), suggesting potential to shift consumer behavior towards sustainability.

Brand Approaches to Black Friday Sustainability

Christy Dawn: Lowering Entry Barriers

• Launched a simplified, affordable version of its bestselling Dawn dress ($99 vs $198) using organic cotton.
• Goal: attract new customers into sustainable fashion.
• November 2024 saw 44% new customers and a 121% increase in new customer orders.
• Wider 30% discount sale helps move inventory but is framed as a way to make sustainable fashion more accessible.

Everlane: Philanthropy and Transparency

• Offers up to 70% discounts paired with funding environmental and social projects via its 12-year-old Black Friday Fund.
• Has donated over $1.57 million to initiatives like regenerative cashmere in Mongolia and plastic waste clean-ups.
• Uses Black Friday’s visibility to channel consumer attention into constructive, charitable action.

Veja: Rejecting Discounting, Embracing Repair

• Opted out of Black Friday since 2017.
• Introduced Repair Friday in 2023, offering free repairs on sneakers from any brand to extend lifecycle and reduce waste.
• Part of the “Clean, Repair, Collect” project aimed at tackling overproduction and minimizing environmental impact.

Asket: Full Black Friday Shutdown

• Since 2017, the Swedish sustainable fashion brand completely closes stores and website during Black Friday.
• This bold stance reinforces values against overconsumption by not participating in sales-driven shopping.

Conclusion

Sustainable fashion brands are charting diverse paths through the Black Friday conundrum—from embracing the sales to attract conscious customers, to transforming the narrative through repair or philanthropy, to completely abstaining. The balancing act remains complex, as brands must reconcile financial survival with genuine sustainable practice. Vogue’s coverage highlights that, while challenging, coexistence between Black Friday and sustainable fashion is possible if done thoughtfully, transparently, and with a focus on long-term consumer education over short-term deals.

Sources: Vogue Business (November 20, 2025), WooCommerce, Shopify, Christy Dawn, Everlane, Veja.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.