Every November, the world braces itself for the same scene: overwhelming discounts, pressure-to-purchase marketing, & a buying frenzy that encourages more… simply for the sake of more. Black Friday has long stood as the biggest shopping moment of the year - but it’s also become a symbol of waste, overconsumption & fast fashion at its peak.

This year, Endless is championing a different narrative.
A movement built on intention, not impulse.
A celebration of style, not stockpiling.
A moment to pause, not panic-buy.

Welcome to Green Friday - the thoughtful alternative to Black Friday, and a reminder that the future of fashion lies in circularity, longevity & conscious choice.

Black Friday vs Green Friday: Why the Shift Is Needed

Black Friday isn’t just about deals. It’s about urgency, scarcity, & the idea that you need more to feel satisfied. The result? Wardrobes bursting with items worn once (or not at all), impulse purchases regretted days later, and fashion that’s designed to be disposable.

Green Friday flips that mindset entirely.

Instead of asking “How much can I get?”

Green Friday asks “How many times will I actually wear that?”

Instead of encouraging excess, it inspires intention.
Instead of promoting overconsumption, it celebrates longevity.
Instead of chasing trends, it champions personal style.

At Endless, this shift is at the core of everything we do - and Green Friday is our opportunity to bring even more women into the conversation.

Your Guide to Green Friday: How to Shop Smarter

These simple shifts can help you shop consciously - not just today, but all year long.

1. Reconnect With Your Wardrobe First

Before clicking “add to cart” because of a discount countdown, take a moment to explore what you already own. A quick wardrobe reset can remind you of the pieces you love, the items worth reviving, and the gaps that genuinely need filling.

It’s the antidote to Black Friday impulse buying - and the foundation of conscious style.

2. Ask the Question Black Friday Never Encourages: 

How many times will I wear this?

Endless’ rule makes it simple:
If you’ll wear it once or twice, rent it.
If you’ll love it endlessly, buy it.

Green Friday isn’t about stopping shopping - it’s about shopping with purpose.

3. Choose Access, Not Excess

Black Friday pushes ownership.
Green Friday celebrates experience.

Renting through Endless gives you the freedom to try trends, tap into luxury designers, explore new colours and silhouettes - all without committing to pieces you won’t wear again.

It’s fashion freedom without the footprint.

4. Extend the Life of What Already Exists

Black Friday encourages replacing.
Green Friday encourages re-circulating.

Reselling ensures pieces continue their journey instead of gathering dust - or ending up in landfill. Endless allows you to transform unworn items into something valuable again, giving each garment a longer, more meaningful life.

5. Shop Intentionally, Not Impulsively

Black Friday is built on urgency.
Green Friday is built on clarity.

Before buying, ask yourself:

• Would I still want this at full price?

• Does it work with my existing wardrobe?

• Is this adding meaning - or just more stuff?

When you shop thoughtfully, you build a wardrobe with staying power - not one designed to be cleared out next season.

6. Explore Curated Circular Edits

If you want to skip the overwhelm of traditional sale season, Endless makes the conscious choice easy.

Our Best Sellers and Endless Boutique edits spotlight pieces that are:
✨ Loved
✨ Versatile
✨ Proven to last
✨ In-demand within our community

No fast-fashion chaos - just curated, considered options that have already stood the test of time.

7. Value What You Own - And Yourself

The heart of Green Friday is redefining luxury.
Not more, but meaningful.
Not quantity, but quality.
Not trends, but timelessness.

Circular fashion encourages you to value your wardrobe - & ultimately, yourself. You choose pieces that empower confidence, celebrate craftsmanship, & support a future where fashion is both beautiful and responsible.

Rosie Gunn of the Power of Green Friday

Founder of Endless

“Green Friday isn’t about not buying anything ever again. It’s about being intentional and conscious about what you're choosing to buy. It's about thinking twice before you buy something, and asking yourself 'how many times will I wear this?'. It's about valuing both yourself and the things you own. If you’ll wear it endlessly, buy it. If you’ll wear it once or twice, rent it.”

This Green Friday, Choose the Future - Not the Frenzy

Green Friday is more than a moment. It’s a movement - one that Endless is proud to champion for women who care about looking good, feeling good, & doing good.

Black Friday pushes you to consume more.
Green Friday empowers you to choose better.