At Jamyas, we have chosen not to stand on the sidelines. Every November, fast fashion takes center stage: prices drop, advertisements saturate the airwaves, and decisions are made in haste. And we, as responsible brands, are forced to choose between staying true to our commitments… or becoming invisible.
This year, we are joining the fray. Not to do what everyone else is doing, but to bring something else to life: the Responsible Friday.
I) The Responsible Friday: what exactly is it?
It is our concrete response to this time of year: the opportunity to choose better, without the guilt.
- A selection of existing, responsible pieces offered at a reduced price — with no additional production.
- Manufacturing in France or the Euro-Mediterranean region.
- Controlled working conditions in workshops we know personally.
- Natural materials (notably cotton), with no unnecessary synthetics.
- Limited logistics to avoid superfluous transport.
We do not want to encourage overconsumption, but rather to allow those who were waiting, comparing, or hesitating… to choose differently.
Why are we really doing this?
Because we have to fight on equal terms. Because a responsible brand that doesn't sell during this period misses an essential opportunity. → Up to 25% of annual revenue is determined at the end of the year.
For a young eco-responsible brand, disappearing in November is a real risk. We want to continue to exist, even if it means reducing our margins to remain visible.
II) A completely transformed landscape
Black Friday: a nuanced assessment
Originally, this day after Thanksgiving was intended to boost the economy. Today, it has become a global period of massive sales, creating both ecological and psychological pressure:
- The urgency to buy: aggressive promotions, rushed decisions.
- Budget pressure: with inflation, these promotions have become essential for many households.
- Logistical impact: over-logistics, congestion, massive returns, and waste.
Our choice: responding to need, not acceleration
We refuse to encourage accumulation. We know that price matters. Therefore, the Responsible Friday is not an anti-Black Friday, but a bridge between ethics and accessibility:
- Proving that responsibility and fair pricing can go hand in hand.
- Giving you the opportunity to choose better, with a clear conscience.
- Favoring the purchase of pieces that last, without overproduction.
III) Conclusion: another path is possible
At Jamyas, we do not want to fuel the race to the bottom. We want to offer a healthy alternative to this major time of year.
The Responsible Friday is our way of being visible without compromising our values. Healthier. Fairer. Even in November. Especially during Black Friday.
The Jamyas Team ♡
