Black Friday has become one of the biggest shopping events in the world. In 2024 alone, global Black Friday sales generated over 74$ billion in just one weekend. But behind those flashing “-50%” signs lies a costly truth: discount-driven shopping fuels overproduction and waste. Fashion brands overproduce by an estimated 30–40% each season to meet fluctuating demand and sale events. What isn’t sold often ends up heavily discounted, destroyed, or sent to landfill.

This cycle doesn’t just hurt craftsmanship, but harms the planet. Overproduction means more raw materials, more energy and more emissions.
The fashion industry already accounts for up to 10% of global CO₂ emissions — as much as international flights and shipping combined.

All for clothes we often don’t need.

Why are We Seeking a "Good Deal"?

There’s a psychological pull behind all these discounts. That feeling of saving money releases dopamine — a short-lived rush that makes us feel rewarded. As if we’ve outsmarted the system or gained extra value for our money. But that short-lived rush often clouds our judgment. Instead of asking “Do I really need this?”, we ask “Can I afford to miss it?”.

That shift, from need to fear of missing out, is exactly what keeps the wheel spinning.

Many brands know this and design their pricing strategies around it. Inflated markups make discounts look generous, even when the final price reflects what the product was truly worth all along. The result? A false sense of saving and a growing cycle of overproduction to feed endless sales.

Slowing Down the Cycle

Choosing not to join Black Friday isn’t about moral superiority. It’s about awareness. Overproduction doesn’t start in factories, but rather in our habits, in how we define value and how quickly we move on to the next thing. At SANVT, we try to slow that cycle. We produce few products at a time, so nothing is produced without purpose. We focus on durability; on fabrics and fits designed to last through trends and seasons. This allows our customers to make decisions based on need and appreciation, not urgency or fear of missing out. Because real satisfaction doesn’t come from chasing deals. It comes from buying consciously and owning pieces that last.

A Different Kind of Value

Skipping Black Friday helps us reduce unnecessary production and prevent waste, but it’s also part of a bigger commitment.

Sustainability isn’t a trend or a seasonal campaign for us; it’s built into our business model. From small-batch production to carbon-neutral shipping, every choice we make is designed to minimize impact and maximize longevity.

Because responsible fashion isn’t about buying more, but about buying better.