Black Friday grows more intense each year, with earlier sales, longer durations, and ever-lowering prices. Despite a global slowdown in demand for luxury goods and ongoing logistics challenges, experts predict a significant sales surge this year.
In the midst of this frenzy, some sustainable fashion brands are taking a stand. While a few reject Black Friday entirely—either by closing their doors or refusing discounts—others use the event to highlight sustainable and circular practices.
One such brand is Ecoalf, a Spanish pioneer in sustainable fashion that has boycotted Black Friday since its founding in 2009. Established by Javier Goyeneche, Ecoalf is renowned for its innovative use of recycled materials, transforming plastic bottles, fishing nets, and old tyres into stylish, eco-friendly clothing and accessories. With the motto “Because there is no Planet B,” the brand demonstrates that sustainability and cutting-edge design can coexist, inspiring a new wave of conscious consumerism.
For over 15 years, Ecoalf has championed a sustainable lifestyle, committed to preserving natural resources through eco-conscious fashion. Its Net Zero 2030 initiative aims to drastically reduce water usage and CO₂ emissions, reflecting its long-term dedication to environmental stewardship. Embracing circular fashion, Ecoalf utilises post-consumer waste and repurposed fabrics from previous seasons, minimising textile waste while maximising resource efficiency.
The brand’s latest collection, inspired by nature’s transformation during the colder months, features timeless designs in a palette of earthy greys and soothing neutrals. These tones symbolise the delicate balance of the environment. Each garment represents a call to action for more thoughtful choices, serving both as a style statement and a manifesto for a sustainable future.
Ahead of Black Friday, Ecoalf’s website prominently displays a blue banner reading: “0% discount” and “Break your habit, not the planet.” According to Chief Marketing Officer Carolina Álvarez-Ossorio, “Black Friday epitomises extreme overconsumption, so we use it as a chance to educate, not sell.”
This year, Ecoalf has further amplified its message by collaborating with filmmaker Stella Banderas on a short documentary focused on Chile’s Atacama Desert, where vast piles of discarded textiles are visible from space. The film, which premiered on Ecoalf’s Instagram account on Monday and is now available across its digital platforms, aims to provoke reflection on the true cost of consumer purchases. “What does a ‘good deal’ really mean,” asks Álvarez-Ossorio, “when it comes at the expense of the planet and vulnerable communities?”
The environmental impact of Black Friday is significant, driven by increased emissions from shipping and packaging waste, with many returned items ending up in landfills. The event promotes overconsumption, with studies showing that 80% of purchases are discarded after minimal use, including over 5.3 billion mobile phones in 2022. However, the rise of “Green Friday” is gaining momentum, as brands promote recycling, repair, and eco-friendly practices. Notably, sustainable shoppers spend 29% more, demonstrating that integrating sustainability into Black Friday can benefit both the planet and businesses.
Why black Friday is bad. GreenMatch.co.uk. (2024, September 25). https://www.greenmatch.co.uk/blog/why-black-friday-is-bad
Davison, T. (2024, November 5). How does Black Friday Impact the environment?: 2024. CleanHub. https://blog.cleanhub.com/black-friday-environmental-impact
Design, Innovation & Sustainability. ECOALF. (n.d.). https://ecoalf.com/en?srsltid=AfmBOoqcvZcrE0PhVVxXHB6JQBAlyZ0Qqrk3v_AK3P1Tt8p1xaDzYAZ0&country=ES
Ecoalf: L’impegno alla sostenibilità culmina nella fall 2024 collection . PITTI IMMAGINE. (n.d.). https://www.pittimmagine.com/en/pittimmagine/archive/uomo105/news/ecoalf
Webb, B. (2024, November 28). 5 ways to do Black Friday more sustainably. Vogue Business. https://www.voguebusiness.com/story/sustainability/5-ways-to-do-black-friday-more-sustainably
