Turning 'Black Friday' into Fair Friday

Black Friday becomes Fair Friday! That is Fair Wear’s mission on Friday, 26 November.

This year, Fair Wear is rolling out the #peoplefriendlyfashion campaign for the third time, together with a group of clothing brands including DAWN and Schoeffel, and committed sustainable influencers. ‘If you buy clothes today, shop consciously. Buy #peoplefriendlyfashion on www.peoplefriendlyfashion.com

Learn more about the damaging effects of Black Friday and the impact that has on the lives of the people who make our clothes

While companies are boasting bigger sales and cheaper buys, more and more garment brands are joining Fair Wear and making strides to create a fairer garment industry for all. ‘Black Friday has grown into a global shopping mania. Many of the deals available sound too good to be true, and they probably are, says Rashi Favier of Fair Wear. ‘With our insatiable hunger for better bargains, someone has to pay the price. In the case of the garment industry, it’s the people who make our clothes.

Fortunately, there are more and more conscious brands to choose from.’ But how to recognise them? Fair Wear interviewed industry experts and below are their tips:

  • Find actual proof to determine how sustainable and ethical a brand really is. ‘Take the brand Kuyichi for example. They are a Fair Wear member, so I can check their Brand Performance Check publicly available online. This way I know it’s not just pretty stories but the actual truth.’ – Sara Dubbeldam, Slow Fashion Advocate, When Sara Smiles.
  • Look carefully at how transparent a brand is. ‘Transparency should be part of the deal. When you [a brand] says I want to have full responsibility in my supply chain, then you really have to show what’s happening in your supply chain.’ – Agnes Jongerius, Member of the European Parliament.
  • Take the fashion brand ArmedAngels for example. ‘It’s amazing to see how ArmedAngels combines being a commercially successful brand along with striving to have the best sustainable solutions. They are, for me, the perfect example of ethics and aesthetics.’ – Willa Stoutenbeek, Founder & Creative Director, W.Green Agency.

These quotes are taken from interviews conducted as part of a series of awareness videos made for Black Friday. You can find them all on Fair Wear’s YouTube channel. Here, the experts talk specifically about the impact of COVID-19 on garment production and their view on how to reach a socially sustainable garment industry.

In conversation with:

Geert de Wael, Director Quality, Sustainability and R&D – SOLO Group

Sara Dubbeldam, Slow Fashion Advocate – When Sara Smiles

Agnes Jongerius, Member of the European Parliament

Willa Stoutenbeek, Founder, Creative Director – W.Green Agency

Filmed and edited by Martina Novakova ([email protected])

Agnes’ filming location: GreenUP