India Goodman / 20th November 2025 / 7 Min Read / Black Friday / Fast Fashion Deals / What Brands Don't Tell you
The Truth Behind The Bargains
BLACK FRIDAY is here again, the day of overflowing carts, rushed decisions, and buying far more than we ever intended. It’s a week where temptation is everywhere, our screens glow with promises of “best-ever prices”, and it becomes surprisingly easy to convince ourselves that we need things we didn't even know existed a month ago.
At Raw Potential, a brand rooted in slow fashion, thoughtful consumption, and intentional design, this week has always felt a little complicated. We are small, sustainable swim and resort wear brand that produces once a year, with a designed-to-last mentality and not to be impulse-bought, worn twice and replaced by the next trend. So instead of joining the noise, we’re using this moment to speak honestly about Black Friday and what it looks like behind the flashing banners.
The Reality Behind Black Friday:
Black Friday is often presented as the ultimate “smart shopping” moment, but the truth paints a very different picture. Many consumers buy discounted fashion items impulsively and then wear them only a handful of times before disposing of them (Gregor & Thompson, 2021). A cycle of instant thrills followed by long term waste, a pattern that grows more damaging every year.
What falls underneath all of these purchases is the environmental impact. A huge portion of items bought over Black Friday end up in landfill within months. What appears to be a great bargain in the moment often becomes part of the growing global textile waste crisis. Evidence also shows that Black Friday spending isn’t driven by genuine need, but psychological triggers, countdown timers, urgency phrases designed to accelerate decisions. And while marketing naturally plays a role in shaping how we shop, Black Friday pushes this influence to an extreme. The constant pressure, flashing offers, and overwhelming volume of messaging create a shopping environment that can override our usual decision-making pattens. Instead of considering whether something truly fits our lifestyle or long-term needs, the atmosphere often leads to fast, emotionally charged choices that feel satisfying in the moment but rarely stand the test of time once the noise fades.
Extending the life of a garment by just nine months can reduce its carbon footprint by up to 30% (MacArthur, E. 2021). Therefore, choosing pieces that are made to last has a more meaningful environmental difference than any discount could.
Image Credit: Public Interest Network (2024) What is The Problem with Fast Fashion [Photograph]. Public Interest Network.
Our Approach at Raw Potential:
A Raw Potential, we’ve chosen a different path. We are not here for fast fashion trends or frantic checkouts. We make timeless, built-to-last pieces designed to be worn season after season. That philosophy guides everything we create, and shapes how we show up during Black Friday.
Instead of offering fast discounts, we wanted to offer something that genuinely adds value, something that aligns with who we are and what we stand for.
This year, Raw Potential has created a complementary Care Guide for your Sustainable Swim and Resortwear Longevity. It's a quick, educational guide filled with essential care tips to help your favourite pieces last longer, look better, and stay in your wardrobe for years. More longevity means less waste, and less waste means a more thoughtful relationship with what you own.
For us, that's real impact. Not a rushed moment at checkout, but a meaningful shift in how long your garments stay with you and how well they perform across seasons.
Image Credit: Raw Potential. (2023) Oria Bikini Bottoms Drying in The Sun [Photograph]. Raw Potential
A Better Way to Experience Black Friday:
Shopping from a sustainable swimwear brand or a brand that champions slow fashion isn't about denying yourself beautiful things. It's about choosing pieces that truly serve you, pieces that are designed with intention, crafted with purpose, and made responsibly. At Raw Potential, we believe value comes from wear, quality, and confidence, rather than by the pursuit of bargains or deals.
This Black Friday, whether you choose to buy something or simply learn something new, we hope your perspective stays with you. A long-lasting garment will always be a better bargain than a short lived discount.
Image Credit: Daisy McCartney. (2024) Gower Clean [Photograph]. Daisy McCartney
