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Photograph by Dennis Eichmann / Connected Archives

Why Big Fashion’s Black Friday Is Harming Us All

Words by Venetia La Manna

The fashion system is built on racial capitalism and manufactured poverty, writes Venetia La Manna. By devaluing the labor and craft of garment workers, Black Friday only serves to further reinforce these injustices.

If there was a tipping point in the fast fashion frenzy, it would have to be Black Friday. What began as a one-day sale event in the U.S. to mark the end of Thanksgiving has over the last decade spread its feverish tentacles to the rest of the Global North. Today, Black Friday sales typically start at the beginning of November and run for the entire month. 

 

That’s not to say discounts aren’t crucial for people who rely on price reductions. Black Friday sales can be a time for folks to purchase items they have wanted or needed but cannot otherwise afford—especially during a cost of living crisis that has seen destitution more than double over the last five years. But this fact should also not prevent us from holding Big Fashion to account. The industry is built on racial capitalism—the extraction of value from people of color—and profits from manufactured poverty by systematically underpaying garment workers. The interconnected nature of the planet and its inhabitants means that this exploitation is harming us all. And discount culture only serves to further reinforce such injustices.

The sales period reached its absolute pinnacle in 2022, when ultra fast fashion brand PrettyLittleThing, which is owned by the Boohoo Group, gave away clothes for free. Not only does this serve to condition citizens into believing that these brand new garments are worthless, pushing us to buy them because, Hey, why not, they’re free!, it also begs the question: Just how many clothes are these brands producing in the first place—and at whose expense?

The True Cost Of Discount Culture

Exploitation in the fashion supply chain is rife. 

 

It starts with the workers; the people making our clothes. The vast majority of big fashion brands do not disclose the number of workers in their supply chain who are paid a fair living wage, despite decades of campaigning from worker unions and labor rights groups. Just this month, tens of thousands of garment makers in Bangladesh have been protesting in the streets, demanding a $208 minimum monthly wage. The demonstrations have been extremely dangerous for workers; one Bangladeshi woman was killed after police opened fire on protestors. 

All too often, those of us in the Global North disregard the skill and craft of garment makers, whose stories are woven into the threads of the clothes we wear each day. Up to 80% of items bought on Black Friday are thrown away after just a few uses, or no use at all. Yet, each item is made by a pair of hands; a pair of hands belonging to someone who—like us—spends much of their day working to provide for themselves and their families. The expertise of garment workers is valuable and precious, but when we treat clothing as disposable, we devalue their labor, too. 

The fashion industry is reportedly producing 150 billion garments per year.

Meanwhile, brands continue their race to the bottom. Multinational corporations, often helmed by billionaires, are pushing garment factories to sell goods for the lowest price at the cost of workers’ rights, dignity, and safety. And so, garment makers are forced to work faster than ever before. In 2020, an undercover investigation found that workers making clothes for Boohoo in Leicester in the U.K. were being paid £3.50 per hour, and just last year an undercover reporter discovered that Shein’s workers were being paid just three pence per garment, working 18 hour days, and making up to 500 items in one shift.

 

The cost is also environmental. Precious resources like soil, crops, and water are required to make the textiles that workers cut and sew into garments. And clothing made from spandex, polyester, nylon, and acrylic are derived from fossil fuels, which accounts for about 67% of garments. All of these natural resources are grown, harvested, extracted, and shipped—labor done by workers. And yet, neither the labor, the craft, nor the Earth is factored into Black Friday sales.

 

Then, there are the citizens. As prices are slashed, Big Fashion’s marketing machine is telling us that cheap, “affordable” clothing made using exploitative labor is what we deserve. The indoctrination is everywhere—on social media, livestreaming, transport advertising, billboards, TV adverts, influencer haul videos, and celebrity endorsements. It’s next to impossible to avoid. And though the advertising is expensive, brands can afford it. They use the money they have made on exploitation to onboard celebrities in megabucks contracts, and incentivize influencers to use affiliate links so the rest of us can “tap to buy” in just a few clicks—with the option to split payments via Klarna.

In an interview for my podcast, All The Small Things, cofounder of The Or Foundation Liz Ricketts said that “when we are consuming, we’re laboring. If you’re scrolling on your phone and buying things you are literally laboring and making money for advertisers because you’re giving them your time and eventually, your money.” It’s true that the discounts are hard to resist. But at this rate, it’s easy to end up with more clothes than anyone could ever need—many of which will be thrown into a bin liner, tags still intact

 

And finally, there are the carriers. The fashion industry is reportedly producing 150 billion garments per year. This is nearly incomprehensible—especially considering there are seven billion people on the planet with over 50% of the global population dressing themselves in secondhand clothing, according to estimates by the Or Foundation. With so much overproduction comes a lot of waste, but this is unevenly felt, too. 

All too often, those of us in the Global North disregard the skill and craft of garment makers, whose stories are woven into the threads of the clothes we wear each day.

Much of the Global North’s textile waste is ending up in landfills across the Global South and sold in places like Kantamanto Market in Accra, Ghana. Young women and girls, many of whom have been displaced by climate catastrophes, work as kayayei, a Ga and Hausa term for a female head porter. They carry bales of up to 55 kilograms from local landfills to markets, causing irreversible damage to their spines after just a few months. All of this only to end up in debt as soon as the bale is opened because the garments are of such poor quality. In fact, of the garments they carry, 40% end up as waste despite efforts from the local community to salvage them.

Black Friday is notorious for promoting, reinforcing, and rewarding overconsumption. But how often will the items purchased at 80% off be worn—and for how long? When we cram our garments into a clothing “recycling” bin or drop them off at a charity shop, we are forcing others—often kayayei and other marginalized people in the Global South—to labor for us, pushing them further into debt from the clothes we forgot we even bought. Our clothes have so far killed several kayayei on the job. No one should die for fashion.

Unlearning Consumerism

If we’re to truly resist the neverending flash sales, discounts, and click-to-buy links, we must start to understand the interconnectedness of Big Fashion’s exploitation.


As citizens, we must come together in support of garment workers and their unions as they demand better pay and working conditions, with a goal to close the pay gap between the CEO and the garment worker. We must honor and celebrate the clothes we already own in a bid to remember who made them. When we feel the urge to buy something new, we must pause and consider the labor, craft, time, and energy that went into them. We must learn to value them. And we must center communities who are on the frontlines of creating our clothes and cleaning up our clothing waste—and look to them, not to brands, for solutions. 

 

Finally, we must—and we can—hold Big Fashion to account. This means supporting organizations like The Or Foundation, which recently put out its Speak Volumes campaign to tackle excessive consumerism in the leadup to the sales period. If we are to support a justice-led solidarity economy, multinational corporations must be held globally responsible to reduce their overall production. Because accountability is necessary in the transition from a linear to a circular fashion system.

 

Time and again, brands rush to tell us about their “conscious” collections that contain more synthetics than their regular collections, or their commitments to producing 4.2% less carbon emissions. What they don’t do is disclose their rate of production nor their production volumes. This is the elephant in the room. This Black Friday, the Or Foundation is pushing all brands to disclose their 2022 production volumes. It may seem like a small step, but together, we can turn the coercion of the sale period’s drive to buy into industry-wide action. After all, we cannot fix what we cannot see. 

 

You can join the movement, and sign the Speak Volumes petition here.


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Why Big Fashion’s Black Friday Is Harming Us All

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