As the holiday season approaches, the buzz of Black Friday is impossible to ignore. Inboxes overflow with flashy ads of fashion brands, and social media is saturated with promises of jaw-dropping deals. What began as a post-Thanksgiving shopping tradition in the United States has evolved into a global phenomenon, with people worldwide logging on to snag discounts they can’t resist. And it’s no longer just about one day—many brands have stretched the event into “Black Week,” designed to maximise revenue.
But beneath the allure of deep discounts lies a harsh truth: Black Friday fuels overconsumption, exacerbating the already massive environmental and social toll of the fashion industry. This shopping day often means wasteful overproduction, exploitative labour practices, and a staggering environmental footprint as consumers flood the market.
In response to this troubling trend, a growing number of sustainable fashion brands are choosing to challenge the status quo. Instead of encouraging overconsumption, they’re turning Black Friday into an opportunity to promote mindful shopping. From raising awareness about conscious consumerism to donating profits to environmental initiatives—or even opting out of sales entirely—these brands are rewriting the narrative. Their efforts signal a shift toward ethical practices and a more thoughtful approach to the holiday shopping season, offering a refreshing alternative to the chaos of traditional Black Friday deals.
PANGAIA
As a materials science company, PANGAIA creates purpose-driven, sustainable products using innovative materials like organic cotton, bio-based dyes, and its PPRMINT™ treatment. Committed to social and environmental responsibility, the brand supports fair wages, human rights, and transparency in its supply chain as a member of the Fair Wear Foundation and through platforms like the Transparency Pledge.
PANGAIA is focused on reducing its environmental footprint, aiming for net-zero operations by 2025 and across its supply chain by 2040 while addressing water health, pollution, and biodiversity through regenerative practices and initiatives.
By partnering with organisations such as Choose Love, Bee The Change, Tomorrow Tree Fund, and Coral Gardeners, PANGAIA extends its mission to support refugees, restore ecosystems, and combat climate challenges.
This Black Friday, PANGAIA encourages shoppers to make a £10 donation to a selected charity. In return, the customer will receive a 30% discount.
Interested in PANGAIA? Please visit their website.
Montane
For over 25 years, Montane has been synonymous with innovation in lightweight, breathable outdoor clothing and equipment. Working alongside mountain professionals in extreme environments, Montane’s designs are rigorously tested for durability and performance. From creating pioneering garments like the Extreme Smock to breakthroughs such as the Featherlite Smock, Montane has consistently pushed the boundaries of endurance gear, catering to
Montane’s commitment to sustainability is deeply rooted in its ethos. The brand designs gear built to last, reducing environmental impact by extending product lifespans. Ethical manufacturing practices ensure workers’ rights are respected, while partnerships with organisations like Fix the Fells reflect Montane’s dedication to preserving the landscapes we love to explore.
This Black Friday, Montane continues its tradition of giving back rather than offering discounts. Since 2019, the brand has redirected its Black Friday marketing budget to support Fix the Fells, an organisation tackling erosion in the Lake District. This year, Montane is doubling down—literally. Between November 24th and 27th, every customer donation made on montane.com will be matched by the brand, amplifying the impact of contributions to help preserve the Lake District’s iconic trails.
Interested in Montane? Please visit their website.
Lucy and Yak
Lucy and Yak is a vibrant and ethical brand known for its fun, colourful designs and playful patterns, spanning everything from sweatshirts to signature dungarees. Dedicated to sustainability and fair labour practices, the brand works with a small team in India that enjoys fair wages and healthy working conditions. Lucy and Yak uses 100% organic or recycled materials, with much of their production powered by renewable energy, making it a responsible alternative to fast fashion.
This Black Friday, Lucy and Yak is continuing its tradition of doing things differently. For the sixth year running, the brand is donating to the Fior Di Loto Foundation, a nonprofit dedicated to providing life-changing education to girls in the villages around Pushkar, India, and supporting them through university and beyond.
To mark the occasion, Lucy and Yak created the Fior Di Loto Original Dungaree in GOTS-certified organic cotton twill, featuring joyful designs inspired by the drawings of the girls supported by the foundation. 100% of profits from this special dungaree will go directly to Fior Di Loto, alongside 50% of all profits from their entire collection between November 21 and 27.
Interested in Lucy and Yak? Please visit their website or take a look at their Instagram (@lucyandyak).
Colorful Standard
Colorful Standard is a brand that brings vibrancy to sustainability, offering garments in 50 striking colors while staying true to eco-friendly principles. The brand uses Oeko-Tex-certified dyes free of harmful chemicals and crafts its products from sustainable materials like 100% organic cotton, which reduces carbon emissions and pesticide use, and 100% recycled merino wool, certified by the Global Recycled Standard. Manufactured in Portugal under safe working conditions that meet EU standards, Colorful Standard’s pieces reflect their dedication to ethical production.
This Black Friday, Colorful Standard remains steadfast in its commitment to responsible consumerism. Rejecting the frenzy of flash sales and discounts, the brand maintains the same high-quality items at the same fair prices year-round. This approach encourages thoughtful purchasing, giving consumers the time to reflect on whether they truly need an item before buying.
With the fashion industry driving unsustainable consumer habits, Colorful Standard advocates for change: buy less and buy better.
Interested in Colorful Standard? Please visit their website or take a look at their Instagram (@colorfulstandard).
ECOALF
Ecoalf, founded in 2009 by Javier Goyeneche, was born out of a commitment to creating a truly sustainable fashion brand. Named after his sons Alfredo and Álvaro, Ecoalf seeks to address the irresponsible use of natural resources by making high-quality products from recycled materials. The brand’s mission is clear: rethink the fashion industry’s impact and prioritise the planet’s future over profit. As one of the most polluting industries globally, fashion must now be about more than aesthetics—it must be about responsibility.
This Black Friday, Ecoalf continues its stand against overconsumption by offering 0% off, a bold initiative that encourages consumers to prioritise quality over quantity. The brand highlights the devastating effects of fast fashion, exemplified by the Atacama Desert in Chile, now a landfill for 39,000 tonnes of discarded clothing annually. Made from cheap, synthetic fibres, these garments often remain unrecyclable, polluting the environment for centuries.
To shed light on this crisis, Ecoalf collaborated with filmmaker Stella Banderas to document the desert’s plight. Together, they emphasise the urgent need to reject overconsumption, invest in durable, sustainable pieces, and rethink the way we shop.
Interested in Ecoalf? Please visit their website.
Kotn
Since its founding in 2015, Kotn has redefined what it means to be a purpose-driven fashion brand. Known for its minimalistic wardrobe staples made from high-quality cotton, Kotn prioritises sustainability, ethical practices, and transparency across its supply chain. Partnering with family-run farms in Egypt and Portugal, the brand ensures fair wages, safe working conditions, and OEKO-TEX-certified production methods.
But Kotn’s impact goes far beyond clothing—it’s deeply committed to empowering farming communities. This Black Friday, Kotn is staying true to its values by skipping the sales and using 100% of proceeds from November 25th to 29th to fund the construction of three new schools in Egypt, where its cotton is grown. This marks the sixth year Kotn has turned Black Friday into an opportunity for meaningful change, having already funded 15 schools since 2017.
Interested in Kotn? Please visit their website.
Dedicated
Committed to sustainability and mindful consumption, Dedicated crafts its collections using eco-friendly materials like GOTS-certified organic cotton, recycled polyester, and innovative fibres like TENCEL™ and hemp. Certified by organisations such as Fairtrade and the Global Recycled Standard, the brand ensures its entire supply chain adheres to rigorous social and environmental standards.
For Plant Friday, Dedicated partners with the non-profit One Tree Planted to give back to nature. From November 28th to December 1st, for every order placed, Dedicated will donate a tree to support reforestation efforts in India. To date, Dedicated has contributed over 24,000 fruit trees, empowering local farmers by improving nutrition, increasing income, and fostering sustainability.
This initiative reflects Dedicated’s ethos: encouraging thoughtful, intentional shopping while addressing global challenges like deforestation and climate change. Each tree planted can capture up to 21 kilos of carbon dioxide annually, contributing to healthier ecosystems and a more stable climate.
Interested in Dedicated? Please visit their website or take a look at their Instagram (@dedicatedbrand).
Sources
Images link back to their sources, with full credit given to the respective owners.
The header image can be found here.
Image Credit: Hypebae
