The Truth About Black Friday
80% Discarded
80% of Black Friday purchases are thrown away after minimal use. We make pieces designed to last 5-7 years, not 5-7 wears.
1.5M Tonnes of Waste
Black Friday generates an extra 1.5 million tonnes of waste in the UK alone each year. Our commitment? Zero disposable fashion.
Inflated Prices
90% of Black Friday "deals" are fake - prices inflated weeks before to create artificial discounts. We practice honest pricing year-round.
Exploited Workers
Black Friday demand forces factory workers into 18-hour shifts for poverty wages. Every ROUTE 67 ATHENS artisan earns fair wages.
Why We're Taking This Stand
We're not against sales. As a slow fashion brand, we run honest sales twice a year that last a few weeks.
But Black Friday is different. It's a manufactured marketing fraud designed to manipulate consumers. Big companies inflate prices, produce disposable inventory, and exploit workers - all for maximum revenue.
We refuse to be part of this, we respect our workers, our products and our customers.
November 28 - December 1, 2025
OUR ANTI-BLACK FRIDAY "OFFER"
No Fake Discounts
Our prices reflect the true cost of quality: Athens craftsmanship, premium cotton, eco-friendly dyes, and fair wages. We don't inflate prices to create fake sales.
3 Trees Per Product
Every product purchased November 28 - December 1 plants 3 trees instead of our usual 1 through our Tree Nation partnership. Buy 2 items, plant 6 trees. Buy 5, plant 15. Real impact, not marketing games.
Made in Athens. Built to Last.
Every ROUTE 67 ATHENS piece is handcrafted in Athens by local artisans. premium cotton. Eco-friendly certified dyes. Fair wages. Products designed for 5-7 year lifespans.Our customers don't buy new pieces every season because they don't need to. When you invest in quality, you invest once.
Quality Worth Investing In
Need help?
Your Questions Answered
No. We practice fair pricing year-round that reflects quality, ethical production, and fair wages.
We plant 3 trees per product (instead of our usual 1) for every order placed November 28 - December 1.
Every product purchased November 28 - December 1 plants 3 trees through our Tree Nation partnership. Buy 2 items, we plant 6 trees. You'll receive confirmation with your order details.
We're not against sales. We run honest sales twice a year. But Black Friday is a manufactured marketing event designed to manipulate consumers with fake discounts, disposable inventory, and worker exploitation. We refuse to participate in that fraud.
Correct. Unless you were already planning to buy, there's no special incentive. We're simply planting extra trees for purchases made during this period as our way of turning Black Friday into something positive.