What's in a sale?
The Holiday season is among us, and at Neococo we love to use this time to reflect. We are proud to say that every decision we make as a company reflects our values and holds purpose. Which is why this year, we decided not to participate in a Black Friday sale.
Since our founding in 2017, we always love to find ways that will incentivize customers to join the Neococo community. We are a slow fashion brand, but we know that investing in slow fashion is not always accessible, especially when it comes to producing handmade items. From bundling our apparel together, to sending out Mother and Child scarves with your purchase, we love to share our artwork with the world. However, we believe that hyper incentivized sales like Black Friday encourage a hurtful cycle of consumerism, thus continuing to contribute to the fast fashion market over all and allowing it to persist.
Fast Fashion is responsible for over 92 million tons of waste a year, yet the average middle class consumer often finds themselves relying on items to go on sale in order to be able to afford them - especially items that are higher quality, or made using sustainable production methods.
We know the struggle. Organic fabrics tend to cost more to source, paying employees an ethical wage adds another cost, prioritizing professional education and community support adds another layer. How can an ethical small business support itself while accounting for these practices, and also make a profit?
Small businesses like ours often feel a pressure to participate in sales like Black Friday in order to attract more customers. But - this year we asked ourselves...what is the true cost of a sale?
We wouldn’t expect to take a lower wage during the holiday season - so why should we expect to pay less for these items? Unless, the system was willing to change. You have to wonder, why do these companies have so many excess stock items in the first place? And, if they don’t sell, where do they go? … well, we know that answer unfortunately.
We find ourselves at a crossroads - where these systems no longer have a choice but to make a change. The earth, and the humanity that inhabits it, can no longer tolerate these inequalities. Neococo is ready to be a part of that change, starting with empowering the individual - from creating an item, to the person who wears it. We will never lose sight of that goal.
This Holiday season, we will certainly continue to find ways to make our Neococo Tribe feel like they are loved. Because we do love each and every one of our customers who continue to support our mission, and we want you to feel empowered by our designs.
We are thankful for all of the hard work of our team, and we feel more passionate than ever to keep forging on - to help redefine business ethics and to set a new standard for social impact business.