In a commitment to challenging fast fashion and promoting conscious consumption, Arksen will release its new Asgard Parka through a limited-edition pre-sale and to close its website for 24 hours on Black Friday, with no sales or discounts. The bold move is aimed at supporting a growing desire amongst next generation explorers to shun sales-day bargain buys in favour of the more considered purchase of longer-life, sustainably produced clothing.

Astonishing figures highlighted in a blog on the broken apparel industry highlight a dire need to change the system and the new Asgard Parka goes against the grain of the throw-away culture to offer a premium product that is built to last. It uses 90 percent recycled fabrics and offers free repairs and a buy-back scheme. Sales also help Arsken to support ocean regeneration through 10% for the ocean.

Jasper Smith, CEO and Founder of Arksen, said: “Fashion’s take–make–waste model is utterly broken. Our shift to a pre-order system shows that the future lies in considered consumption, not overproduction: fashion that’s less frivolous and more purposeful. We want people to join the change and build a better system.

“This is about using production methods to change consumer mindsets – just as it was when fast fashion began 35 years ago. We want to encourage consumers to be more mindful of what they are purchasing, in the hope that they replace the flash sale focus with a buy less, buy better approach, choosing pieces that last a lifetime, not a season.”

Fast fashion and constantly changing consumer trends have led to a huge growth in global clothes manufacturing, with more than 100 billion items produced on an annual basis. Overproduction results in an estimated 10 to 40 percent of garments going unsold each year and people are now discarding unwanted clothes on a more regular basis.

As a result, according to research, the industry is responsible for an estimated 10% of global carbon emissions and 20% of global water waste. It also causes around 35% of all primary microplastic pollution in the ocean and sees more than 92 million tonne weight of textiles waste ending in landfill every year.

To combat this, Arksen is using low-volume production processes, coupled with innovations in sales and consumer communications, to better align supply with demand. Its latest Parka has been manufactured on a deliberately short run, enabling the company to flip the Black Friday sales concept on its head.

Simon Oates, Head of Apparel Design at Arksen said : “The Asgard Parka has been produced in a limited quantity for pre-order with purpose. It will be made available from October 27 for a period of two weeks, with 30% off to reward those who support and join the change. The aim is to incentivise people to own less and choose better – and with limited numbers, once it’s gone, it’s gone.”