”Get a 60% discount on your favourite products.” “Today only! Get 40% off.” “Subscribe for early access today and be the first to get a 70% discount.” Black Friday is coming… Many brands are preparing for a massive devaluation of their goods. With Single’s Day discounts just wrapping up, we are fighting to ‘unfashion’ the industry: changing the fashion system by prioritising conscious consumerism over speed, growth, and newness. And inspire you to take part in creating a better tomorrow today.

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Since the 1980s, Black Friday has been the kickstart of the holiday shopping season. Shops would kick this off with high discounts the day after Thanksgiving. But what started as only one day has now become a week or even a month of crazy discounting. Single’s Day, Cyber Monday, the discounts pile up. Where will it stop?

Give something back

At Kuyichi, we decided that the best way to battle Black Friday was not to offer you a discount but to help those in need. More and more people are struggling to make ends meet. After so many challenging years, the demand for the Voedselbank is expected to rise by 40%. The Voedselbank is a local voluntary organisation dedicated to supporting people in need with food packages every day while preventing food waste. This may sound familiar, as we did donate to Voedselbank back in 2020, at Covid’s crisis peak. Today, we see again the high need to support them. Therefore, upcoming Black Friday weekend, we will donate 20% of the Black Friday Weekend’s revenue to Voedselbank Utrecht.

How to become a conscious shopper

Trying to withstand Black Friday is only a small step. Fast-consuming inducing behaviours haunt our generation. Compared to older generations, we are known to buy more, wear less, and throw away even more. But our consumption behaviour is having a major impact on both the environment and the lives of the people who make our clothes. Huge discounts force you to buy mindlessly and contribute to the devaluation of goods many people put their hearts and hard work into. We want to speak out against this system that arouses dissatisfaction and is not making us any happier in the long run.

We want to speak out against this system that arouses dissatisfaction and is not making us any happier in the long run.

How to buy consciously

It is nothing but a pure tragedy that already unfair prices will hit rock bottom during Black Friday. One of the solutions for you as a customer is to buy less, and when you buy new stuff, choose consciously and buy what you love. Items that you can cherish and wear for a long-long time. So when you feel that the discount rush is getting to you. Stop and think. Are you ready to be part of the change? To let common sense speak? Will you skip Black Friday and help us unfashion the industry?

Now, more than ever, let’s be grateful for what we have and give to those in need.

We decided to give back to our local community. If you’d like to help, you can find your local Voedselbank and how to help them out here. All donations, in the form of money or food, are welcome.