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Rethinking Black Friday & Cyber Monday: The Costs of Overconsumption and the Road to Circularity.

As Black Friday and Cyber Monday pass each year, the staggering environmental and social costs of overproduction and overconsumption become increasingly evident. Reports from Business of Fashion (BoF), UNEP, and Vogue Business reveal a stark truth: the retail industry's current trajectory is unsustainable. At CIRQUEL, we aim to tackle these challenges head-on by helping brands transform waste into opportunity.


The Black Friday Paradox: Record Sales, Growing Waste

Black Friday remains a retail juggernaut, with Adobe Analytics reporting $22 billion spent online in the US over Black Friday weekend, and $9 billion more on Cyber Monday. However, these numbers come with significant costs. According to UNEP, the fashion industry is responsible for:

  • 2% to 8% of global greenhouse gas emissions.

  • The consumption of 215 trillion liters of water annually — equivalent to 86 million Olympic-sized swimming pools.

  • 9% of annual microplastic pollution in oceans.


This waste and overproduction are magnified by consumer habits during peak shopping seasons. The Textile Exchange estimates that global textile production has skyrocketed to 15.5 kilograms per person in 2023, with projections reaching 18.8 kilograms by 2030. Meanwhile, up to 40% of fabric in factories becomes waste, much of which ends up in landfills in developing countries.



Turning Awareness into Action

Despite these grim statistics, inspiring initiatives across the globe are offering a glimpse of what’s possible when circularity takes center stage:

  • Eco Fashion Week Africa in Nairobi celebrated reuse and upcycling, featuring garments crafted from curtains, tablecloths, and other discarded materials.

  • Vestiaire Collective partnered with Ghana’s Kantamanto Market to launch a collection of upcycled pieces, demonstrating the ingenuity and creativity of secondhand fashion. Proceeds from the collection supported local designers and communities.

  • French sneaker brand Veja held a Repair Friday event, repairing worn-out shoes, clothes, and electronics to inspire customers to extend the life of their belongings instead of replacing them.

These efforts reflect a growing movement toward sustainable practices like repair, resale, and rental models. As Liz Ricketts of The Or Foundation noted in her comments about Vestiaire’s Black Friday campaign:

"Black Friday is just one day a year, but the overconsumption habits that drive it are pervasive year-round."

Generational Shifts: The Rise of Mindful Consumption

Younger generations are leading the charge toward more sustainable consumption patterns:

  • 66% of Gen Z prefer secondhand shopping over buying new items.

  • Social media trends like TikTok’s “underconsumption core” encourage consumers to buy less and invest in quality.

  • Vestiaire Collective’s resale collection and Veja’s repair workshops resonate with younger consumers’ desire for transparency, sustainability, and meaningful engagement.

CIRQUEL’s Mission: Transforming Overproduction into Opportunity

At CIRQUEL, we understand the urgency of addressing the challenges posed by overproduction and returns, especially during high-impact shopping seasons. Our solution bridges the gap between waste and opportunity:

  1. Localized Circularity: We partner with warehouses, recycling facilities, and resale platforms to repurpose returned and excess stock sustainably, minimizing waste and maximizing value.

  2. Technology-Driven Optimization: CIRQUEL leverages advanced analytics to determine the most efficient and sustainable pathways for returns and surplus inventory, including resale, refurbishment, and recycling.

  3. Compliance and Growth: As brands face increasing pressure to meet sustainability regulations, our platform provides a pathway to compliance while creating new revenue streams from previously discarded items.

The Path Forward

As we reflect on the insights shared by Malique Morris (BoF), Bella Webb (Vogue Business), and UNEP, it’s clear that the fashion industry must embrace a circular model to address the mounting challenges of overproduction and overconsumption. Initiatives like Ecoalf’s Atacama Desert documentary, which highlights the true cost of overproduction, and Vestiaire Collective’s upcycled collections, show that change is not only necessary but possible.


At CIRQUEL, we are proud to be part of this journey. By turning waste into opportunity and promoting circular practices, we’re helping brands align with new consumer expectations and regulatory demands while driving meaningful change in the fashion industry.

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