The fashion brand will close its online store to protest against the “frenzy” of the BFCM


Sustainable knitwear brand Mia Fratino is set to close its doors at the upcoming Black Friday/Cyber ​​Monday shopping sale to protest waste and overconsumption.

The brand said it will deliberately suspend its online store on November 26 and 29 to raise awareness of thoughtful buying and take a stand against sales that encourage mass consumption and retail hysteria.

“We refuse to layer on more unnecessary noise and pressure for our customers to process and scroll through,” said Amy Jones, co-founder of Mia Fratino. “Instead, we’re sending a signal: slow down, buy less, choose well.”

“It’s not a gimmick, novelty or ‘token’ action, it resonates with everything we’ve been working on for years,” Jones says.

“We don’t price our clothes with extra markups so they can be discounted for end-of-season sales. It’s about being respectful of the customer and not trying to manipulate them with fake margin reductions. Our prices are honest and transparent.

Mia Fratino also encourages her clients and supporters to share their thoughts on slow fashion with the tag #noplayblackfriday.

According to a report submitted to the Monash Sustainable Development Institute (MSDI) in 2019, approximately 6,000 kg of textiles and clothing are dumped in landfill every 10 minutes in Australia. In addition, Australians buy an average of 27 kg of new clothes per year, while throwing away 23 kg.

“Our annual textile consumption is second only to that of the United States,” the company said in a statement.


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