As Black Friday approaches, brands such as Xandres, Armedangels, Veja, Freitag, and JBC are offering alternative initiatives to counter the overconsumption and impulse buying associated with the shopping holiday. These initiatives include repair services, pausing before purchasing, swapping items, and drawing attention to water use in the fashion industry. By promoting sustainable consumption and encouraging people to cherish what they already have, these brands are taking a stand against the negative impact of Black Friday.