Black Friday 2024
Ethical knitwear brand Mia Fratino is once again shutting down their online stores on Black Friday 2024. This will make the 4th consecutive year that the brand has done so, leading the charge against the frenzied Black Friday and Cyber Monday.
Building momentum on the successful No Play Black Friday #noplayblackfriday campaigns in 2021, 2022 and 2023, Mia Fratino is doubling down on its mission to promote mindful purchasing and environmental awareness, with a simple “buy less, choose well” ethos.
“We were overwhelmed by the support for our campaign last year,” says co-founder Amy Jones. “We’re proud of the impact we’ve made and are committed to the advocacy of slow fashion during this critical time.”
This year’s initiative follows the reintroduction of the brands MF Repair Service. Customers can send in damaged cashmere items from any brand for expert repairs. This initiative not only extends the life of beloved garments but also reinforces the brand’s commitment to slow fashion.
As the Black Friday and Cyber Monday hype grows longer and louder each year, Mia Fratino continues to take a stand. On November 29 and December 1, the brand will close its digital doors in protest of mass consumerism – inspiring shoppers to rethink their buying habits.
Instead of slashing prices during peak shopping periods, Mia Fratino maintains an honest and transparent pricing structure year-round. That means the brand is free from the gimmicks that include false sales margins. “We reward our loyal customers with exclusive access to archival lines, creating a more thoughtful shopping experience,” says Jones.
Mia Fratino champions garment restoration over replacement, encouraging customers to repair rather than discard. Every item is produced in their independently certified factory, adhering to stringent global standards like SMETA, GOTS, and Oekotex.
Mia Fratino is a luxury ethical and sustainable Australian knitwear brand. With an artisan approach to quality knitwear, Mia Fratino’s premium, versatile and timeless knits are designed to last. The brand uses the highest quality Mongolian cashmere, Merino wool, Mulberry silk and NZ possum eco-down in their knits, they are sustainably sourced and ethically made in their own factory with 100% diligence to fair working conditions. Meaning ‘MySister’ in Esperanto, Mia Fratino is an advocate of women’s empowerment and supports a non-profit organisation based in Sri Lanka, helping to improve the lives of women living in poverty.
By opting out of Black Friday 2024 and Cyber Monday, Mia Fratino is able to stay true to its core ethos of sustainable, long-lasting fashion. “We aim to reflect the evolving values of today’s consumers,” says Jones. “We urge consumers to resist the tide of urgency that these sales promotions bring, to think about the impact of their purchases and the values of the companies they support.”
Images: @miafratino
See more: Your Guide to Black Friday Sales
