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Our Anti-Black Friday initiative at Cult Mia

We partnered with pre-loved fashion platform Loop Generation to boycott Black Friday waste - one of the biggest issues the fashion industry is working to solve. As seen on ELLE, Draper’s, Evening Standard, The Industry, and Fashion United, our ‘Zero Waste Black Friday’ sample sale offers second-hand and archive samples that were previously used to sample a garment or for press opportunities. 

Instead of promoting mindless consumption, we decided to offer these samples that need a new home so customers like you can have access to them at a lower price during this season. Our goal was to rehome pieces that would be going to waste instead of marking down new and unused livestock as traditionally done during Black Friday and Holiday promotions.

We’re a values-driven platform and this was the perfect opportunity to shine a light on overconsumption. Nina Briance, our founder and CEO, said: “The key thing that we look at when we select our brands is the principles that underpin them. From the outset, a sustainable outlook has been a core selection criteria for us. Black Friday always puts us and our brands to the test, as we never hold any brand-damaging markdowns. We want to ensure that we are protecting brands’ value and doing our part in mitigating mindless consumption.

Cult Mia has never participated in Black Friday, even if any of our brand partners do. Having said this, we know how important it is to offer an incentive to shop during this competitive season, and how equally important it is to reward our loyal customers. We’re excited to host our first sample sale giving unmatchable prices on the bestselling pieces from our brand's assortments - supported by a zero-waste mission.”

We're humbled by the support we received from you, our community, last week and the attention we’ve received from the press. Together, we've boycotted  Black Friday waste - one of the biggest issues the fashion industry is working to solve.

In addition, as a values-driven platform, we’re donating a percentage of proceeds to sponsor educational programs at the Girls Out Loud organisation that empowers teenage girls to learn, lead and thrive. Click here to discover more.

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