Black Friday is just around the corner. Many brands are preparing for a huge devaluation of their goods. People are already on the lookout for the best Black Friday deals and signs like “shop until you drop” are everywhere. Black Friday is annually ‘celebrated’ the day after Thanksgiving and the biggest starting signal for sale each year. Where the day before we all counted our blessings, we now excitedly count our achieved Black Friday discount. Where the day before we claimed to be grateful for all wealth, we suddenly seem to not have enough. It might not surprise you that Black Friday is not our thing. We want to speak out against the system that arouses dissatisfaction and is not making us any happier on the long term. Right before the prices are about to drop low, we would like to share our view on this. And hopefully inspire you to not let the Black Friday madness get to you. Here’s why.

What happens to clothes before and after your Black Friday purchase

Together, all around the world, we consume pieces of clothing EACH year. This number has doubled in the last 15 years. However, we are wearing our items much less – about 36% less on average and even fewer in Western countries – and as easily as we buy new stuff, we throw away our clothes. Our generation is known to toss clothing away twice as likely compared to older generations because we think it’s ‘unfashionable’ or we are just into something new. All in all, massive amount of clothing is discarded each year. “But we are recycling, right?”, is what we hear a lot. It might seem like recycling is becoming the norm, but sadly enough 73% of all clothes still ends up in landfills or is incinerated and only 13% is repurposed. Only 1% of the discarded clothing is actually reused into new clothing (Ellen Macarthur).

Out of all the materials that are used for fashion production, nearly half of them are cotton, but not even 1% is organic (Organic Cotton). Using genetically modified cotton in production takes an extensive amount of water and chemicals such as pesticide and insecticide. 20% of the worldwide industrial water pollution is due to the textile industry (Ellen Macarthur). A fibre even more frequently used is polyester, which takes around 98 000 000 tons of oil each year to produce and therefore has a huge impact on our planet (Ellen Macarthur).

The negative impact of Black Friday discounts on garment workers.

The reason why all this upsets us, is because not only the environment is paying the cost for our overconsuming. Our behaviour has a giant impact on the lives of the people who make our clothes as well. Most people never consider how much impact it has when a new item goes over the counter. We have gotten disconnected from the people who workday and night to provide us with our endless demand for new garments. Our planet counts around 40 million persons that work in the garment industry, 85% being women (The True Cost). Most of them live overseas and their working conditions are far from what most of us in the West are used to. Their wages are not enough to even serve the basic needs of them and their families, let alone get an education. As long as we are not willing to pay an honest price for our wardrobe, théy will take the hit. On Black Friday, when already unfair prices will drop to an all-time low, it is nothing else but pure tragic. One of the solutions for you as a customer is starting to buy less, and when you buy new stuff to choose for sustainable and vintage items. Are you ready to open your eyes to take in the mess we made? To take in what we are doing to our planet? To take in how we practically steal from the garment workers by accepting demanding such low prices? Are you ready to let common sense speak and will you skip the Black Friday sale?

So, no Black Friday discounts here. Sorry. We thought about turning black for one day, but we chose to skip the Black Friday madness and focus on doing our thing like we always do. This Friday should not be any different from any other Friday. We want to inspire people to quit the Black Friday madness, too, and think for themselves.

We believe that it’s possible to do good and still make profit. We would rather sell less, but truly sustainable products to loyal customers who we know will come back after a while, than make people buy crappy things they don’t need. We’re here to make the world a better place. Just like our name, we stand for colour and spreading nothing but positivity. Though this article might not seem so smiley, our motive comes from a deep desire for fair production and happiness in every part of the chain. Let’s turn this Friday into colour again and turn it around to a day of gratitude.

Why we donate 20% of our Black Friday profits to The Forgotten Children

Like we said: you won’t notice a price difference on our Pure Goods on Black Friday. Of course, we’d love you to buy something from us, but only if you could use it and are in love with it. On a day that revolves around taking as much as possible, we want to turn things around and give something extra to people who really need it. That’s why we will donate 20% of our Black Friday sales directly to foundation The Forgotten Children (Het Vergeten Kind), located in our hometown Utrecht.

The Forgotten Children (Het Vergeten Kind) is committed to helping children in the Netherlands who are having a hard time because of problems at home. Sometimes the situation is so serious that they no longer live with their parents. The foundation works hard to make these children feel seen and heard, so that they can live in a safe and stable environment and can develop positively. You can make also make a direct donation here.

Let’s turn around the system, directly or indirectly. Let’s pay a fair price and treat people right, no matter what the system tells us to. It’s not that hard.

  1. Source: A new textiles economy – 2017 (
  2. Source: Organic Cotton – Market Report 2019 (
  3. Source: true cost (