Australian knitwear brand Mia Fratino will once again shut down its online store this Black Friday and Cyber Monday, marking five consecutive years of boycotting the sales period.
Founded in 2016 by Amy Jones and Tim Fitzpatrick, the brand launched its first #noplayblackfriday campaign in 2021.
Now in 2025, Mia Fratino continues to push back against fast-fashion culture and hyper-consumerism, and will shut down its website operations on November 28 and December 1.
“We were overwhelmed by the support for our campaign last year,” Jones said. “We’re proud of the impact we’ve made and remain committed to advocating for slow fashion during this critical time.”
Mia Fratino joins a small selection of brands that opt out of the sales event, or try different tactics to sway consumer desires. Citizen Wolf launched Black Fridye in 2018, where customers can re-dye worn clothes. Meanwhile, global brand Patagonia launches social and marketing material every year that discourages overconsumption of clothing.
For Mia Fratino, this year’s initiative adds to the reintroduction of its MF Repair Service, which encourages garment restoration and longevity. Customers can send in damaged cashmere pieces – from any brand – to be repaired.
“We reward our loyal customers with considered access to archival lines, creating a more thoughtful shopping experience,” Jones said. “We aim to reflect the evolving values of today’s consumers. We urge shoppers to resist the pressure these sales create, to think about the impact of their purchases and the values of the brands they choose to support.”
This move comes as Black Friday and Cyber Monday sales are expected to hit a record $6.8 billion in 2025, according to data from Roy Morgan and the Australian Retailers Association (ARA). That is up 4 per cent from 2024’s sales.