As always, we will be skipping the Black Friday frenzy. Instead of offering discounts, we continue our tradition of donating 15% of our earnings on Black Friday to a good cause.

This year, we approached things differently: we asked you to share the causes that matter to you. And you responded in numbers, sharing personal stories behind your suggestions that truly moved us. So we want to thank you! We deliberately chose a smaller charity because our contribution makes a direct difference there. This way, we can see exactly what impact we can create together. We’re proud to share that we’ll be supporting the Sheltersuit Foundation: an organisation that brings warmth, dignity and protection to people experiencing homelessness through innovative, upcycled shelter garments designed for those who are forced to sleep outside.

Why we say “No” to Black Friday sales

On Black Friday - and, more concerning, throughout the entire month of November - consumers are being pushed to buy things they don’t really need. This cycle fuels fast consumption, constant trend chasing and the idea that fashion is disposable.We don’t believe in that system. We want to encourage you to buy less, and when you do decide to buy something new, choose consciously. Choose items you genuinely love and will wear for a very long time. So, when you feel the pressure of discounts pulling you in, we invite you to take a moment to pause and reflect. Every conscious choice helps break the cycle of overproduction, overconsumption and exploitation. 

Making a real impact

We want to change  Black Friday into a moment to give back, not push unnecessary sales. That’s why we are proud to support the Dutch organisation Sheltersuit. They create multifunctional garments made from upcycled materials, offering immediate protection to people experiencing homelessness, refugees and those affected by conflict or disasters.

The Sheltersuit itself is a warm, water-resistant and windproof jacket that can be transformed into a sleeping bag: designed to provide safety and dignity when no other options are available. By donating a portion of our earnings on Black Friday, we help Sheltersuit continue this essential work.

Consumption is not the only way to make a difference

Buying less - or buying more consciously - is only part of the solution. Whether you treat yourself to a new pair of Kuyichi jeans or choose not to shop at all, your decision has value.

If you buy something, choose a piece you’ll wear and love for many years. If you pause, reflect, or skip shopping altogether, that too is a powerful action. Fashion does not have to be disposable.

How you can support

If you were planning to shop in our online store on Black Friday, know that 15% of today’s total net* revenue goes directly to the Sheltersuit Foundation.

Prefer not to shop? You can still support the cause by donating directly. Every contribution helps provide warmth, shelter and dignity to people in vulnerable situations.

*Revenue minus returns minus VAT