Ownever, the Portuguese luxury brand known for its timeless leather handbags, has announced it will close its doors on Black Friday this year, choosing not to participate in the global shopping event. Instead, the brand will reopen on Monday, using the occasion to promote a message of thoughtful ownership, sustainability, and the preservation of craftsmanship.
"At Ownever, we are choosing to make a statement about what truly matters: thoughtful ownership, sustainability, and the preservation of craftsmanship," says Eliana Barros, founder of Ownever. "We believe luxury should last a lifetime, not just a season."
Ownever’s decision to shut its doors on Black Friday reflects its commitment to slow fashion, a movement that contrasts with the rapid consumption driven by sales events like Black Friday. While many brands rush to promote massive discounts, Ownever is standing firm in its belief that true luxury isn’t about accumulating more, but about cherishing what you already own.
“By closing on Black Friday, we’re taking a stand against the fast-fashion frenzy and inviting our clients to reflect on the value of what they already own,” Barros continues. “We create to cherish, not to replace.”
The brand’s handbags are crafted with meticulous care, designed to stand the test of time, and supported by a lifetime repair service. Each piece is a celebration of quality, craftsmanship, and sustainability. In an industry increasingly defined by disposable trends and rapid turnover, Ownever is choosing to be different, urging customers to slow down and reflect on their buying habits.
“At Ownever, our mission is to make timeless products that last, rather than products that need to be replaced every season,” says Barros. "Our bags are created with durability in mind, so they can be cherished for years and passed on, rather than thrown away when trends change."
Rather than focusing on the frenzy of Black Friday sales, Ownever is using the day to encourage its customers to make more mindful purchasing decisions. The brand’s focus is not only on offering high-quality, long-lasting products, but also on nurturing a culture where consumers value the items they already own.
Ownever’s Black Friday closure invites customers to reflect on the power of sustainability. In addition to its repair service, which helps extend the life of each handbag, the brand encourages people to embrace a more thoughtful approach to fashion—buying fewer, but better, pieces that will serve them for years.
“We hope that by taking this stance, we can help our clients realise that luxury doesn’t have to mean excess,” Barros adds. “It’s about sustainability, quality, and, above all, mindful ownership.”
As the fast-fashion industry continues to be criticised for its environmental impact and its role in promoting overconsumption, Ownever offers an alternative. Its commitment to preserving artisanal craftsmanship, supporting skilled artisans, and promoting sustainable fashion practices places the brand in a growing movement of companies that seek to challenge the status quo.
In a world where the pressure to constantly consume is ever-present, Ownever’s Black Friday closure is a reminder that sometimes, the best way to celebrate luxury is by slowing down, appreciating the craftsmanship of what you already own, and making more conscious choices when you do decide to buy.
