Why We Are Not Doing The Black Friday Sale

December 02, 2020

 

Why we’re not doing a Black Friday sale

Less is more.

Yes, yes, we’ve heard this one one too many times. It seems to have become the go-to mantra of any bespoke brand in the 21st century. 

But let’s dig a little bit deeper into it, shall we?

“Less is more” isn’t a thing you say when you want to create an image of luxury and class. 

“Less is more” means allowing a little to do a lot. When “less” does the talking, it conveys a message “a lot” never could, and never can. Minimalism is not something you say to create an image. Minimalism is something you are - it is a way of life. And it translates into everything you do.

As an individual, it means I own about 8-10 sets of clothes because I don’t need more. They’re fine quality so that I don’t need to buy more and more every few months. Does it mean I don’t buy a gorgeous dress I really want if I see one at a store? Of course not! It means I buy it if it adds something to my life. Minimalism is not deprivation. It’s cherishing. 

As a brand, it means we create only a few things. A few things that we love creating. We’re not looking at churning out quantity. And we create only what we believe in.

Minimalism/this now-turned viral concept of “less is more” works at two levels.

Level I: At the level of aesthetics - creating simple design. Simple does not mean not complex. It means not complicated. It does not mean boring and plain. It means only creating/designing what is necessary. If a design feels complete without that extra embroidery, then do away with the embroidery. Only what is essential to make the design complete stays. 

Level II: At the level of ideology - here is where minimalism finds itself intertwined (inevitably) with mindfulness. We produce mindfully. We ask ourselves: does this add value? And if the answer is “no,” then it’s not happening. If the answer is “yes,” then hello new design for us to create and for the world to enjoy. Of course, it is not possible to produce mindfully without thinking about the environment and animals. Sustainability, then, isn’t an addition to the minimalist’s philosophy but an innate part of it.

And with that, as must go without saying, here is what we believe would naturally happen:

Mindful production → Mindful consumption

Let’s bring in another 21st-century branding cliche, shall we? “Made to last.” Well, yes, this is what it means: we create mindfully for you to enjoy mindfully i.e. buy only what you would enjoy and cherish truly for years to come. 

Naturally, this chain of thought brings us to the topic of this blog post: Black Friday. No, we are not doing it. Now you know why.

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