Why a sustainable brand CAN do Black Friday (and why you should get VI – capitandenim

Every year, when Black Friday arrives, the same debate returns:
Can a sustainable brand participate in a day that is associated with mass and unconscious consumption?

A few days ago, someone left us this comment on Instagram:

“How does the concept of sustainable fashion reconcile with the Black Friday consumer frenzy? Something to think about…”

And we think it's an excellent question. One that deserves an honest and thorough explanation.
Because yes: a sustainable brand can do Black Friday.
But not just any way.

Sustainability is not about not buying.

Sustainability is about buying BETTER.

At Capitán Denim, we produce a maximum of 100 units per style , with local manufacturing in Spain, controlled processes, and responsible materials. Our garments aren't made specifically for Black Friday, nor are more produced for that day.
They will simply be part of our website… but with discounts of up to 60% , so that more people can access well-made and durable garments.

For us, Black Friday is not a boost to consumption.
It's an opportunity to make sustainable fashion more accessible .

We're not trying to get you to buy more, but to help you invest better :
in quality, in durability, in garments that last for many years and in a project with a positive impact.

So… why does Black Friday fit with a sustainable brand?

Because when there is no overproduction, when artificial stock is not created, when each garment has a clear origin, and when it is manufactured locally, Black Friday ceases to be an excess and becomes a tool:

A tool for…

Invest in timeless garments with real values behind them.
Refresh your wardrobe consciously , without impulsive or disposable purchases.
Access quality made in Spain at a more affordable price.
Give better gifts by choosing durable and responsible items.
Support projects with impact , because every year our "Friday I love you green" is linked to a social or environmental action.

Here, the discount isn't meant to make you fill your basket.
It's designed to help you make a better choice.

VIP Access: Where Black Friday Really Happens

The other reality of a sustainable brand is this:
The units are very limited.
And when we apply discounts of up to 60% , the most coveted items fly off the shelves.

In recent years, most sold-out events occurred before Friday itself .

That's why there's VIP Access 24 hours early , available only to those who register in advance. Secure your spot here.

This access is key because:

We only manufacture small quantities.
We do not restock.
We do not accumulate stock.
What you see is what you get… and it usually runs out quickly.

If you have your eye on a particular item, VIP access is the only real way to ensure you get your size and style.

Giving thoughtful gifts is also a form of sustainability

We know that for many people, Black Friday is also a time to get a head start on gift-giving.
And we love being part of those meaningful details.

That's why we've extended our exchanges and returns policy until February 1st , so you can shop now without worrying about sizes, opening hours, or unexpected issues.

Giving quality, awareness, and durability as gifts is always a good idea.

Why VIP is more important than ever this year

This year discounts can reach up to 60% .
And being a brand that manufactures so few units, the consequence is clear:

The clothes are flying off the shelves.
Thursday the 27th is our strongest day of the whole year.
Most of the sold-out tickets are located within the VIP access area.
And there will be no re-releases.

If you want to invest in durable clothes, if you feel like updating your wardrobe thoughtfully, or if you want to give conscious gifts, don't leave it until Friday .

Enter here at the VIP entrance. That's where it all really happens.

Black Friday, yes, but from a different perspective.

Sustainable fashion doesn't need to reject Black Friday.
It needs to be transformed .

When there is transparency, when production is done respectfully, when there is no overproduction, and when people are encouraged to buy thoughtfully rather than impulsively…
Black Friday can be a tool to democratize sustainability.

And that, precisely, is what we have been building for years.

See you in the VIP area.
We're saving you a spot. 💚