We're sitting this one out...

Black Friday and Cyber Monday have evolved into yearly frenzies of excessive consumerism, where the focus often shifts from meaningful purchases to mindless buying sprees. These shopping events now symbolize a culture of overconsumption, where the pressure to acquire more—regardless of need—has become overwhelming.

At a time when environmental sustainability and mindful consumption are more important than ever, we believe it’s essential to pause and reflect on the true cost of these sales.

That's why, for the fourth year in a row, we are closing our online store on Black Friday & Cyber Monday.

Why we're doing this

At Mia Fratino, we’re committed to sustainability, ethical production, and responsible consumption.
To take part in these sales would do a disservice to our product and to our customers.
Closing our online store during these events isn’t just a symbolic gesture—it’s a reflection of the values that have guided us from the start.

The dark side of retail therapy

The fast fashion industry’s approach to production and distribution during this time raises serious concerns—using toxic chemicals, exploiting labor, and relying on excessive manufacturing and packaging, all of which contribute to significant environmental harm.

What in theory sounds like a bit of retail therapy has an adverse effect when it’s amplified on such a large scale. The effects mass consumption have on our environment are staggering. And here's just a few...

WASTE: Australians alone buy an average of 27kg of new clothes a year while throwing 23kg away and we are second only to the United States when it comes to consumption[3].

EXCESS TRANSPORTATION: On Black Friday alone it has been reported that we unleash up to 420,000 metric tonnes of greenhouse gases annually [4]

SHORT LIVED SATISFACTION: Combined with the excessive waste of packaging, it's estimted that almost 80% of Black Friday purchases will end up in landfill after only one wear. [5]

Staying out of the fast lane

As a slow fashion brand, we believe in mindful consumption - not feeding into the cycle of overconsumption and chaos that dominates this time of year.

We're using our platform to challenge the status quo, amplifying the growing demand for a more conscious, intentional approach to shopping.

So, while Black Friday and Cyber Monday may have you feeling like you’re getting more bang for your buck, there is always a price to pay… and it often comes in the form of our environment.

That’s why we’ll be sitting this one out.

Instead of adding to the noise we’re sending out a signal. For those who will be shopping, remember: it’s not about resisting the urge to buy, its about resisting the urge to buy in excess. Practice mindful purchasing and be a part of slowing down the sale mentality.

Buy Less, Choose Well