Black Friday is built on volume and urgency, encouraging shoppers to buy more than they need. It’s a model that doesn’t fit how we work at Matilda Life.

We price fairly year-round, use quality natural fibres, and make every piece locally in small runs. So stepping away from Black Friday is not a campaign; it is simply part of how we do business.

To see why that matters, it helps to look at what Black Friday drives across the wider industry. The first impact is overproduction.

Why Black Friday Fuels Overproduction

Black Friday has become a catalyst for overproduction, encouraging a system in which quantity is prioritised over quality.

To prepare for the massive sales volume, many brands are incentivised to manufacture quantities of clothing, often exceeding genuine demand. The business model relies on selling a high volume of items at a low margin, which inevitably leads to excess inventory that must be cleared at any cost.

Greenpeace, a company geared to call out environmental problems, research shows how quickly this cycle has accelerated, with the lifespan of everyday consumer goods, including clothing, shortening by 50% between 1992 and 2002.

While overproduction keeps rising, the way consumers are encouraged to shop has shifted, too. With so many 'new' products in the market, the buy first, question later mentality becomes one with the shopper at this time of year.

The Push for Constant “Newness”

Overproduction is fuelled by a wider culture that treats clothing as something to constantly replace. UNEP reports that global textile production has nearly doubled in recent decades, rising from around 8.3 kilograms per person in 1975 to 15.5 kilograms in 2023, with projections climbing even higher.

Black Friday’s countdowns and limited-time offers create a rush to buy for the sake of it, rather than out of genuine need. And once that impulse fades, many of those pieces are set aside or discarded because they were never truly right to begin with.

Stepping away from this cycle matters because once you look past the pressure for “new”, the environmental cost becomes impossible to ignore.

The Environmental Consequences of Discounting Culture

The volume produced for Black Friday doesn’t settle neatly into shoppers’ wardrobes. Much of it becomes long-term waste. The discount cycle pushes the fashion industry to work at full speed, using more raw materials, more dyeing, more processing, and more global shipping. It’s a system that leaves its mark, with fashion responsible for an estimated 10% of global carbon emissions.

A large part of that impact comes from the fabrics used. To hit low price points, fast fashion leans heavily on synthetic fibres. Nearly 60% of clothing today is made from polyester or other fossil fuel–based materials.

The volume of waste created through this cycle is confronting, as in places like Hong Kong, the equivalent of 1,400 T-shirts is thrown out every minute. This level of turnover is baked into the fast fashion model and amplified by discount events like Black Friday. 

Why We Choose Timeless Fashion Over Trendy Discounts

 

This is why we take a different path at Matilda Life. Choosing not to join Black Friday reflects our commitment to timeless Australian fashion, made to be worn often and kept for years.

A lasting wardrobe comes from pieces that earn their place. A well-cut shirt, a soft Merino knit, or wide-leg trousers that feel right in every season. When clothing is made with care, you buy less, wear more, and build a wardrobe that supports your life rather than replacing it with each trend cycle.

Some of our favourite long-wearing pieces include:

• Kensington Cap Sleeve Rib Tank: This Melbourne-made rib tank is cut with a straight crew neckline and cap sleeves that frame the shoulder. The stretch knit gives it a comfortable, body-skimming fit that works on its own or under layers.

• Adelaide Linen Cap Sleeve Top: Cut from Italian linen, this cap sleeve top has a clean, boxy silhouette and an open collar that gives it a laidback, effortless look. The linen’s natural drape and breathability make it an easy everyday piece.

• Eden Soft Merino Wool Tank: Pure RWS-certified Merino wool knitted in Melbourne, finished with a wide neckline bind and coconut button trim for a refined, breathable layer you can wear year-round.

• Sorrento Sneaker: Handmade in Melbourne using supple kangaroo leather, this sneaker is crafted for comfort and quiet style. The soft upper, clean lines, and natural rubber sole make it an easy, all-year choice that only becomes better with wear.

Embracing a Mindful Approach to Timeless Australian Fashion

When you commit to fewer, better pieces, you create a collection of clothing that reflects your personal style and values, as well as contributing to the planet's well-being.

If you're interested in building a more sustainable and timeless wardrobe, here are a few simple principles to guide you:

• Focus on quality over quantity. Look at the fabric composition and construction. A well-made garment from natural fibres will outlast a dozen cheaper alternatives.

• Invest in versatile silhouettes. Choose classic pieces that can be dressed up or down and transition seamlessly between occasions.

• Care for your clothes. Following care instructions properly can dramatically extend the life of your favourite pieces, preserving their beauty and integrity for years.

At Matilda Life, our commitment to combat fast fashion is unwavering even during the holiday season. “Crafted with care in Australia” is a promise as much as a message. We invite you to explore our collections and experience the difference that a timeless approach to fashion can make.