At MIA FRATINO, we don't advocate flash sales and promotions. This sale mentality 'devalues' garments and leads to over-consumerism. 

BUY LESS, CHOOSE WELL ~ MAKE IT LAST.

WE ARE NOT FAST-FASHION

We are dedicated to environmental awareness and advocate mindful purchasing of high-quality, ethically made and long-lasting garments.

Black Friday and Cyber Monday promotions thrive on continual consumption and cheap, trend-based garments that barely last a season and require regular replacement.

For us, it feels like a battle to see who can be the cheapest. Flash sales encourage customers to buy garments that they don’t need, and promotes a throw-away consumer driven culture, when really, the planet needs us to make things last.

OUR COMMITMENT →

MASS CONSUMERISM

Mass consumerism is destroying our planet - it’s that simple.

The harmful effects of mass consumerism include the depletion of natural resources and pollution of the Earth. 

The way the consumer society is currently working is simply not sustainable.

Mass Sales like Black Friday and Cyber Monday have a major part in this narrative.

According to Finder’s recent survey of 1,003 Australians, 71% (an equivalent to 13.8 million Australians) plan on shopping this Black Friday and Cyber Monday. That’s a large amount of people purchasing an even larger amount of products – many of which will only last one season and then get discarded.

Discounted garments that are both cheaply priced and cheaply produced fuel the desire for consumers to constantly refresh their wardrobes, discarding these ‘used’  or no longer ‘on-trend’ garments straight into our landfills and ocean.

SLOWING DOWN THE SALE MENTALITY

As you know, it’s not often you’ll see us on promotion…

We strive to keep our everyday prices super lean – giving our customers the best value for the highest quality items every day!

We treat garments of this quality and price value with the respect they deserve. 

We respect our customers and don't want them to see their garment on a sale rack in 2 weeks. 

Clothes worth wearing, are worth repairing.

We encourage consumers to think long term when purchasing an item.

Devoted to a slow-fashion ethos, we take pride in creating garments intended to last season to season in both quality and design. 

We are passionate about quality, so not only are you investing in the perfect feel-good knit for right now, but a soft companion that will last season to season.

Slow Fashion is a more conscious and considered approach to fashion that is more environmentally and ethically sound.

Here at  MIA FRATINO, we insist on precision craftsmanship. We advocate mindful purchasing decisions and encourage quality over quantity.

Our team is dedicated to environmental awareness and passionately educate our customers about garment care. You can make your favourite knit last even longer with the right care! That’s why we encourage proper care and repair, over replacement.

LEARN HOW TO CARE FOR YOUR CASHMERE →

Sources

https://www.finder.com.au/black-friday-statistics
https://www.theguardian.com/commentisfree/2019/nov/29/mass-consumerism-black-friday-climate-catastrophe-consumption-shopping
https://www.dropps.com/blogs/spincycle/the-truth-about-black-friday
https://www.theworldcounts.com/challenges/planet-earth/state-of-the-planet/number-of-consumers/story