For decades, the day after Thanksgiving has traditionally marked a shopping frenzy in the US. The Black Friday phenomenon has recently spilled over to Europe, where neither Thanksgiving nor the day after have a real tradition - regardless, people take the shopping streets by storm on the 23rd of November, in search of the next great bargain. Black Friday has become a global celebration of mass consumption.What a great opportunity? We strongly disagree. We at Josea Surfwear take responsibility for our environment by producing exclusively from recycled materials at our studio in Germany and only on demand. By doing so, we want to make a statement against the kind of mass consumption that days like Black Friday celebrate. Our statement against fast fashion is deeply rooted in the love for the ocean - for us, sustainability is a way of life. Bummer if you expected a discount code for a Black Friday super sale: Here are our five most important reasons why we do not participate in this madness.

• Consumption doesn’t make you happy.
  We are firmly convinced that material possessions and consumption does not make anybody happy. What does, though, are things that will never be on sale: A spontaneous trip to the sea, catching the perfect wave or a cosy evening with friends are worth so much more than getting 30% off your next purchase.
• Slow Fashion is a lifestyle.
  We are against the type of mass consumption and fast fashion that Black Friday celebrates. Our bikinis are made from recycled materials, made in Germany and deliver on their quality promises. Try it - if a seam breaks, we will fix it so you don’t have to toss your favorite bikini.
• There is no planet B.
  Dumping prices and weekly new collections at the large fashion retailers have not only decreased the societal value of clothing but also have a massive impact on the environment: From the toxic chemicals used for dying the fabrics and the cultivation of genetically modified cotton, which takes up vast amounts of water, to CO2-emission generated by transporting clothes produced cheaply in Asia and the micro plastic that ends up in the oceans: every aspect of the fast fashion industry is harmful for the environment and ethically questionable. 
• Everything 50% off!?
  For many people, discounts are like a drug: The question how these radical price reductions are compatible with the actual cost, whether the product was originally heavily over priced and where the financial cutbacks are now made, is quickly forgotten during the high on the latest sale. One thing is clear: Large brands would not offer discounts, if these discounts affected their revenue. So the question remains: Where are the financial cuts made? Our quality has its price, which we are not willing to reduce. 
• Something has to change
  How many textile factories in Bangladesh have to collapse and burry hundreds beneath them until change takes place? Especially large brands outsource their production to Asia and Eastern Europe to lower their prices even further - at the expense of people who risk their life under terrifying circumstances, just so we can buy a shirt for 4.99$ in the West. For too long, the trend as been more, faster, cheaper. We consciously decide against it.