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

Black Friday and Cyber Monday are pivotal retail periods that significantly impact annual revenues—often accounting for over 20% of yearly sales for many brands. However, their consumerist nature clashes with sustainable fashion principles, raising questions about how eco-conscious brands navigate this dilemma.

The Challenge for Sustainable Brands

Sophie Benson, writing for Vogue, outlines the tension felt by sustainability-driven fashion companies. On one side, Black Friday sales provide essential revenue to sustain business operations amid economic challenges and shifting consumer behaviors. McKinsey data confirms discretionary spending has dropped significantly due to the cost-of-living crisis, yet many consumers still seek bargains during this period. Conversely, the culture of discounting risks promoting overconsumption and devaluing product longevity—issues that run counter to sustainable fashion values.

Diverse Brand Strategies During Black Friday

Christy Dawn: Lowering Barriers for New Customers

US-based regenerative brand Christy Dawn starts its Black Friday promotions early by offering a simplified version of a bestseller at half price. This strategy aims to introduce new customers to sustainable fashion without compromising on quality. Statistical evidence from Christy Dawn shows new customer orders spike by 121% during November, indicating successful customer acquisition. Co-founder Aras Baskauskas emphasizes balancing idealism with pragmatic sales to ensure business survival and continued creation of sustainable products.

Everlane: Linking Sales with Philanthropy

Everlane adopts a dual approach—offering up to 70% discounts to shoppers while simultaneously funding environmental and social projects via its Black Friday Fund. This fund supports initiatives like worker welfare improvements and ecosystem restoration, including a $50,000 donation to a regenerative cashmere program. Everlane leverages the attention around Black Friday for both sales and impactful corporate social responsibility efforts.

Veja: Repair Over Discounting

French footwear brand Veja has abstained from Black Friday sales since 2017. Instead, it promotes “Repair Friday,” offering free sneaker repairs (across brands) during this period, encouraging sustainability through product longevity. This initiative ties into Veja’s broader Clean, Repair, Collect program focused on waste reduction and ethical production.

Asket: Complete Black Friday Shutdown

Swedish brand Asket completely closes its online and physical stores during Black Friday, taking a firm stance against the consumerism associated with the day. This approach underscores a strong commitment to sustainable principles by resisting participation in discount-driven sales events.

Consumer Trends & Brand Adaptations

Data from Shopify shows 20% of consumers plan to shop more consciously during the 2025 holiday season, while a similar amount of businesses emphasize sustainability to build loyalty. Shoppers increasingly seek authenticity and transparency alongside deals. WooCommerce reports that typical shopping baskets increase by around 40% during Black Friday, indicating a readiness among consumers to invest in meaningful, higher-quality purchases rather than impulsive buys.

Conclusion: Navigating the Fine Line

The article concludes that while fully idealistic rejection of Black Friday may harm sustainable brands financially, thoughtful engagement can broaden market reach and foster more responsible consumption. Brands like Christy Dawn and Everlane demonstrate how balancing sales with sustainability and philanthropy can turn a traditionally consumerist event into an opportunity for positive impact. Meanwhile, Veja and Asket illustrate alternative models emphasizing repair and principled shutdowns. The coexistence of Black Friday and sustainable fashion requires nuanced strategies that respect both fiscal realities and environmental ethics.

References

• McKinsey report on discretionary spending, 2025
• WooCommerce and Shopify consumer and merchant data, 2025
• Interviews with brand leaders from Christy Dawn, Everlane, Veja, and Asket (Vogue Business, 2025)

For sustainable fashion enthusiasts and industry watchers, this exploration offers valuable insights on evolving business models that could redefine shopping culture during peak sales seasons.

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