Cult Mia tackles waste with new 'Sustainable Black Friday' sample sale

Fashion platform Cult Mia is encouraging consumers to shop more sustainably this Black Friday with a new sample sale focussed on reducing waste. 

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

The new 'Sustainable Black Friday' initiative will offer samples a new home, allowing customers to purchase items from brands such as Santa Brands, Miscreants, Monika Dimova, and LIYA at a lower price.

The goal is to rehome pieces that would otherwise go to waste, instead of marking down new and unused livestock like traditional Black Friday promotions.

The sample sale will go live on 24 November (Black Friday), with early access available from today, 22 November via a link obtained through email registration.

The initiative follows Cult Mia's previous 'Zero Waste Black Friday' last year, which saw the business partner with resale platform Loop Generation to offer its first-ever sample sale for consumers to shop second hand and archive samples.

Read TheIndustry.fashion's interview with Cult Mia Founder, Nina Briance.