Conscious Fashion: How to Shop Consciously on Black Friday 2025

Beyond the Black Friday Frenzy: A Call for Conscious Choice

As Black Friday approaches with its familiar chorus of flash sales and "must-have" deals, at ELK we invite you to pause and consider a different kind of shopping philosophy. While the fashion industry generates excitement around endless consumption, we believe there's profound power in choosing quality over quantity, intention over impulse.

Yes, we are participating in Black Friday with a special offer. As a conscious business, we recognise the commercial realities of retail and the competitive pressures while staying true to our values, using this moment to make our thoughtfully designed pieces available at a reduced price.
But our message remains the same: this Black Friday, we are championing buying better. Conscious consumption means making mindful choices that reflect your values, support responsible practices, and adding pieces to your wardrobe that you really need.

The clothes we choose to wear tell our story, but they also impact the stories of the people who make them and the planet we share. When we shift from mindless accumulation to mindful curation, we are not just building a more thoughtful wardrobe; we are participating in a fashion system that prioritises people and planet alongside profit.

Join us to explore what it means to consume consciously, not just during a promotional shopping season, but as a year-round practice that transforms both your closet and your relationship with fashion itself.

 

Tips for shopping consciously on Black Friday

Here are five ways you can shop consciously all year-round (and not just on Black Friday).

1. Bypass fast fashion and choose quality over quantity

Fast fashion is one of the largest polluting industries. Some fast fashion items are made with low-quality materials that can be harmful to the environment. Choose brands that use natural or low-environmental impact fibres, such as  ELK’s preferred materials, to ensure the longevity of your pieces.

2. Support your local community by shopping local 

Choose to support local businesses and retailers in your area. Shopping locally helps strengthen your community's economy, creates local jobs, and fosters meaningful connections with the people behind the brands you love.

If you can’t make it to a physical store, choose brands that package online orders sustainably, like ELK: plastic-free, with each element either reusable or recyclable.

3. Buy from brands with aligned values 

Choose brands whose values you resonate with, such as those that prioritise transparency, environmental responsibility, and respect for people and planet.

At ELK, our mission is simple: to responsibly create products with enduring value through a thoughtful, intelligent design philosophy, crafted with an artisanal aesthetic.

4. Shop with brands that promote circular fashion through repair, recycling, or repurposing

In the fashion industry, a 'circular economy' aims to minimise waste by extending the lifespan of clothing and textiles. At ELK, we champion circular fashion through our RE(NEW) take-back program, which focuses on repair, resale, and repurposing of pre-loved ELK garments. When you return your pre-loved ELK piece to one of our stores, you receive a $10 voucher while helping us extend the lifespan of our products and reduce textile waste.

We have partnered with BlockTexx®, an Australian textile recycling innovator, to responsibly manage end-of-life ELK garments that cannot be repaired or resold. Through this process, textiles are broken down and converted into Polytexx® recycled-PET pellets and CellTexx® cellulose powder. These materials can be used to create new textile products or support agricultural applications. This partnership ensures our garments continue to live in circulation.

5. Consider a digital gift

Reduce the need for wrapping paper and packaging, and give the freedom of choice by purchasing a digital gift voucher, or making a donation to their favourite charity.



Before You Shop

Audit Your Wardrobe First 

Take inventory of what you already own. Identify gaps in your wardrobe versus items you simply want. Often, we discover we have more than we realised and can get creative with existing pieces.

Create a Mindful Shopping List 

Write down specific items you genuinely need, along with why you need them. Set a realistic budget that won't strain your finances. Having a clear plan helps resist impulse purchases.

Research Brands Beforehand

Look into the ethical and environmental practices of brands you are considering buying from. Check their transparency positions on production labour conditions, environmental impact, and material sourcing. Use Black Friday as an opportunity to invest in brands that align with your values.

 

While You Shop

Apply the “48-Hour” Rule 

For non-essential items, wait 48 hours before finalising your purchase. If you still want the item after this cooling-off period, it is likely a more considered choice rather than an impulse buy.

Ask the Right Questions 

Before adding to cart, ask yourself, "Will I still love this in five years?", "Does this fit my lifestyle?", "Can I style this with at least three items I already own?". These questions help filter fleeting wants from lasting additions.

Choose Quality Over Quantity 

Seek out high quality, well-made pieces in durable materials. Paying more upfront often means better cost-per-wear when your clothes last for years instead of just one season.

Support Circular Fashion 

Consider pre-loved options, clothing swaps with friends, or brands offering repair services. Sometimes the most conscious choice is giving existing garments a new life.

 

After You Shop

Practice Gratitude 

Appreciate what you have chosen to bring into your life. Take care of your purchases by following care instructions and storing them properly to maximise their lifespan.

Shop consciously at ELK

Remember, conscious consumption is about making choices that feel good both in the moment and in the long term for you, for the makers, and for the planet.

Explore ELK’s consciously-made collections this Black Friday and make a purchase you can truly feel good about.

 

FAQs

Does ELK participate in Black Friday sales?

Yes, ELK will participate in Black Friday. We do have a Black Friday sale offer in 2025, allowing us to make our carefully crafted pieces available at more accessible prices to those wanting to invest in quality, conscious fashion.

At ELK, we prioritise more sustainable materials and timeless designs that transcend trends. We believe conscious shopping is an ongoing practice, not a seasonal event limited to Black Friday. ELK pieces are crafted to last, with thoughtful, classic design.

Does ELK support charities and non-for-profit organisations? 

Our commitment goes beyond our products. For every online order, we donate $2 to our charity partner, TreeProject, supporting the planting of one native tree per purchase. Since 2020, this partnership has contributed to the planting of 190,000 native seedlings.

We are proud members of 1% for the Planet, contributing 1% of annual profits to initiatives that protect the environment, empower women, and strengthen local communities.

Each year, we also select a partner to receive funds raised through our matched giving program. In 2025, we raised nearly $7,000 for the Environmental Defenders Office (EDO) to support legal advocacy for the protection of Australian ecosystems. Our 2026 matched giving partner is the Surfrider Foundation.

Read more about our environmental and charity partners here.

 

Do you offer sustainable packaging for online orders?

Yes, we are committed to conscious packaging. In 2024, 82% of our packaging was made from recycled materials, and by switching to FSC-certified paper garment bags, we avoided the use of over one tonne of plastic.

We are working toward 100% of our packaging being reusable, or recyclable, with at least 50% recycled content across all materials. Our approach focuses on removing unnecessary packaging and using ELK environmentally preferred materials.

 

What is circular fashion and how can I participate?

Traditional fashion follows a linear “take, make, waste” model where resources are extracted, used and then discarded. Circular fashion offers an alternative: designing out waste, keeping products in use, and regenerating natural systems, as defined by the Ellen MacArthur Foundation. 

At ELK, circularity is an important guiding principle. Through design, repair, resale, and recycling. Our (RE)NEW program gives pre-loved ELK garments a second life through repair or resale, and unrepairable items are recycled through our BlockTexx® partnership.

You can participate by caring for your garments, repairing them, shopping preloved, and returning your ELK pieces through the (RE)NEW Take Back program.

 

How do I care for sustainable materials to make them last longer?

Often, the most sustainable thing you can do is wash less. Spot-clean, when possible, air garments between wears, and store them properly to preserve fibres and shape. Always check the care label before washing, as different materials require different methods.

ELK’s Repair Guide provides practical information to help you care for and extend the life of your pieces. When repair is needed, our (RE)NEW team can mend faulty or well-loved items, keeping them in circulation and out of landfill.

 

How do I shop consciously during Black Friday?

Here are some ways you can shop consciously during Black Friday:

• Invest in quality over quantity. Choose one well-made piece over multiple fashion buys.

• Look for brands that are transparent about their materials, production methods, and sustainability goals.

• Support brands with take-back, repair, or resale programs.

• Plan your purchases and buy only what you need. Make a list, set a budget, and avoid impulse buying. Conscious consumption is about intention.