Ownever closes again this Black Friday, challenging fast consumption with a conscious pause.
While the world prepares to buy more, Ownever prepares to stop. The Portuguese luxury brand will once again close its doors this Black Friday — a gesture that has become a signature tradition, reaffirming its stance against impulsive consumption and in favour of a more conscious and lasting form of fashion.
On one of the busiest shopping days of the year, the brand will suspend all sales activity for several days, emphasising that true luxury is not measured by discounts but by time, quality, and meaning. “It’s a decision that doesn’t generate profit, but it generates purpose,” says Eliana Barros, founder of Ownever. “We close to remind people that true luxury isn’t about owning more, it’s about preserving. The rush to buy is the very opposite of what we believe in: the quality, the craftsmanship, and the knowledge we work to protect.”
This annual closure underscores Ownever’s philosophy of safeguarding endangered craftsmanship, producing in limited quantities, and offering lifetime repairs — a model that intentionally disrupts the dominant “buy and replace” logic. Each piece is handmade by Portuguese artisans with decades of experience, using mainly repurposed leathers from luxury houses to give renewed life to materials and techniques at risk of disappearing.
“The luxury of the future will be the luxury of preservation of objects, of crafts, and of values. We believe true luxury begins with timelessness and respect for the time of those who create,” adds Barros.
Between Friday and Sunday, Ownever will remain closed, reopening only on Monday. With this pause, the brand hopes to inspire both consumers and the wider industry to reflect on their habits — and to rediscover the value of what they already own.
