Luxury Australian knitwear brand Mia Fratino will pause its online store on Black Friday and Cyber Monday in protest against the shopping events. 

To encourage considered purchasing and slow fashion, the brand will take a stand against the sales, which are predicted to drive $5.4 billion in sales across the four-day shopping period. 

"We refuse to layer on more unnecessary noise and pressure for our customers to process and scroll through," Mia Fratino co-founder Amy Jones said.

"Instead, we are sending out a beacon: slow down, buy less, choose well," she said. 

Mia Fratino's action follows the launch of the 'Green Friday' initiative by Releaseit founders Peter Krideras and Stephen Kulmar.

Similarly to Mia Fratino, Green Friday encourages consumers to resist the urgency and frenzied mania of the November sales sprint to instead slowly (and consciously) peruse sustainable and ethical brands. 

Brands involved in Green Friday so far include GlamCorner, Flora & Fauna, The World's Biggest Garage Sale, Frank Green, Releaseit and The Well Store. 

Speaking on Mia Fratino's action, Jones added that the brand's action speaks to its values. 

"This isn’t a gimmick, novelty or 'token’ action, it resonates true with everything we’ve been working on for years. 

"Sustainable and considered purchasing runs throughout the entire model of our company and brand — it’s integral to the way we work, and to the design and longevity of our garments.

"We don’t price our garments with additional margins so they can be slashed for end of season run-out sales.

"It’s about being respectful of the customer and not trying to manipulate them with false margin cuts.

"Our prices are honest and transparent," she said. 

The movement against Black Friday and Cyber Monday sales comes in the wake of Australia's first National Clothing and Textile Waste Roundtable which found that Australians send 800,000 tonnes of textile waste to landfill each year. 

The roundtable also found that Australians buy 27kg of new clothing per year, and discard 23kg of that clothing to landfill each year. 

Australians are the second-highest consuming country of clothing and textiles after the USA. 

"If you saw that same marked-down garment at full price, would you still want to buy it?" Jones asked.

"We need to ask considered and thoughtful questions about what we consume and why.

"If something doesn’t pique our interest at full price, do we really desire it or need it?" she said. 

Mia Fratino's website will be paused on November 26 and 29. 

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