Why We’re Saying No to Black Friday — Again.

It’s only early November, yet my inbox is already full of “Early Black Friday” deals.
What used to be a single day of excitement has turned into a months-long cycle of discounts, countdowns, and noise.

At ALEMI, we’ve never joined this race — and we never will.
We don’t do Black Friday, and we don’t do sales.

According to the Boston Consulting Group, more than half of all consumers start shopping for deals before November even begins.
What was once one day of anticipation has become an always-on sale culture — a constant rhythm of consumption that’s hard to escape.

So let us take a moment — even before the discount noise begins — to share why we choose not to participate.

1. When discounts drive overproduction

The global fashion industry produces between 80 and 150 billion garments every year.
An estimated 30 % of them are never sold — and many of those end up incinerated or in landfills.
Every second, the equivalent of one truckload of textiles is either burned or dumped somewhere on our planet.

Black Friday and the extended “Cyber Week” accelerate this cycle.
When brands produce too much in anticipation of massive markdowns, it fuels a system of waste, pollution, and overconsumption.

At ALEMI, we decided to step out of that loop.
We produce in small batches, use leftover leather for accessories, and sell bags with minor imperfections for a reduced price. We don't believe in fake scarcity, we rather want to respect the resources and people behind every piece.

2. When fair work meets unfair pricing

The majority of so-called “premium” brands — many in a similar price range as ALEMI — still manufacture in low-wage countries with opaque supply chains.
They rely on markups of up to 7× their production cost, which allows them to offer deep discounts without ever touching their margins.

Every time I see brands offering 40%, 50%, or even 70% off, I can’t help but think:
this is the clearest sign that you’re not paying for quality — you’re paying for margin.
If the true production costs were higher, such discounts simply wouldn’t be possible.

I always wanted to build a brand rooted in integrity. All ALEMI bags are crafted in Italy under fair working conditions and we follow a fair pricing model with a 2–3× markup and no sales. So you’re truly paying for quality, craftsmanship, and longevity, not for a logo or inflated margins.

Because if the “real price” of a product is only revealed during Black Friday, what does that say about the rest of the year?

3. When impulse becomes regret

A study by The Independent showed that 82 % of Black Friday shoppers regret at least one of their purchases.
The same research found that impulse-driven buying leads to higher returns, more waste, and — ironically — less satisfaction.

That’s not what we want your relationship with an ALEMI to be.
We design pieces to last, to be repaired, to age beautifully — to carry meaning, not just belongings.

When we slow down, we buy differently.
We buy less, but better.

4. Why we talk about this early

Because “Black Friday” no longer starts in November — it starts now.
And before the wave of discounts floods every screen, we want to remind ourselves — and you — what we stand for.

When everything is always on sale, the idea of value disappears.
We believe that true value isn’t defined by urgency, but by integrity:
by knowing who made your product, under what conditions, and for what purpose.

5. What you can do

This season, we invite you to pause — just for a moment.
Before the next “limited-time offer” hits your feed, ask yourself:

• Do I really need this — or am I reacting to a discount?
• Do I know who made it, and how?
• Will it still mean something to me in a year?

Choose with awareness.
Support brands that create with intention.
Value pieces that last — not trends that fade.

Because beauty, when made with care, doesn’t need a discount tag.
And because you, as a conscious consumer, have the power to shape what this industry becomes next.

Christina & the ALEMI Team