Cult Mia announces 'Zero Waste Black Friday’

Cult Mia has partnered with resale platform Loop Generation to host a ‘Zero Waste Black Friday’, offering its first-ever sample sale for consumers to shop second hand and archive samples.

Founded in 2019 by Nina Briance, Cult Mia is a values-driven marketplace for the independent brands. This year, the business is using the Black Friday weekend to offer a promotional incentive with a green approach.

Available at Loop Generation's Chelsea store, shoppers will be able to find Cult Mia brands including Oceanus, Liya, Miscreants, Double A, Anisa Sojka, Monika Dimova and Emma Chapman Jewels.

Cult Mia will also be donating a percentage of proceeds to sponsor educational programmes at the Girls Out Loud Organisation, which empowers girls to channel their potential and make better life choices.

Nina Briance, Founder and CEO of Cult Mia, said: “The key thing that we look at when we select our brands is the principles that underpin them. From the outset, a sustainable outlook has been a core selection criteria for us.

"Black Friday always puts us and our brands to the test, as we never hold any brand damaging markdowns. We want to ensure that we are protecting brands’ value and doing our part in mitigating mindless consumption. Cult Mia has never participated in Black Friday, even if any of our brand partners do. Having said this, we know how important it is to offer an incentive to shop during this competitive season, and how equally important it is to reward our loyal customers.

"We’re excited to host our first sample sale giving unmatchable prices on the bestselling pieces from our brands assortments - supported by a zero waste mission.”