Black Friday bombards us with ads and sales that make it harder to think twice. In 2018, 21% of UK consumers who purchased something on Black Friday/Cyber Monday later regretted it, spending an estimated average of £83 on each of these items. These regrets are most likely going to go to waste. According to Ellen McArthur Foundation: “Every second, the equivalent of one garbage truck of textiles is landfilled or burned. An estimated $500 billion value is lost every year due to clothing that’s barely worn and rarely recycled.”

When things are cheapened, the price is often paid by nature. Synthetic textiles release half a million tonnes of microfibres into the ocean every year, equivalent to more than 50 billion plastic bottles. Microfibres are likely impossible to clean up and can enter food chains. According to Nicholas Ashford from the MIT “Black Friday just perpetuates a consumption-oriented society, which has an adverse effect on the environment”.

If Black Friday in many ways represents hyper-consumerism, waste, stress and regret; its alternative is pause, awareness and life. At Neutrale we've decided to skip the stress and continue to work as hard as usual in sourcing the lowest-impact materials and advocating for our timeless essentials. We refuse to cheapen the life of our ecosystems.