Why we don't believe in Black Friday

With ten days until the Black Friday madness kicks in, we thought we would set the record straight and explain why we don't buy into heavy Black Friday deals and discounts. 

Black Friday has long been associated with outdated ideas of overspending and consumption. It goes against the very fibre of our brand's values and our goal to strive to be more sustainable as a fashion brand. After all, we all know that the most sustainable piece of clothing is the one you already.

We believe in not encouraging our customers to buy more but instead to buy less and buy better by investing in timeless wardrobe staples that will continue to look beautiful for years to come.

When designing our collections, we always keep in mind the wearability of pieces in the future. You won't find a fast-fashion approach to ever-changing styles and shapes at Paul James. Instead, we value beautiful quality and cut. We aim to design knitwear that stands the test of time.

That is one of the reasons that we have committed to working with natural fibres. Unlike their synthetic counterparts, whose production is incredibly bad for the planet, our natural fibres are packed with smart benefits from their own natural properties. From the moisture-wicking British wool that we work with that is naturally odour-resistant to the temperature-regulating and breathable cotton.

Another benefit of our natural fibres, alongside these natural properties, is that they are much more hard-wearing than their synthetic counterparts. Natural fibres resist pilling and tend to be more hard-wearing, making your clothes less likely to look or feel tired as time goes by.

We think it's incredibly easy to see the benefits of choosing natural fibres over manmade ones. Whether you're an eco-conscious consumer, you value fabrics with properties that benefit your body and skin, or you're simply looking for pieces that will last many years. But we know that one of the biggest barriers to investing in sustainable fashion for many consumers is cost.

Ethical fashion tends to come with a much higher price tag, putting it out of reach of those consumers looking to invest less in their wardrobes, or simply with a smaller budget. But we believe that shouldn't and doesn't have to be the case.

By working directly with farmers, pickers and yarn producers and ethically manufacturing our beautiful knitwear at our own factories, it is always fairly priced. We cut out costly middlemen and that's how we're able to offer incredible quality, without a designer price tag. 

That's why we don't believe in heavily discounted deals. We do regularly have sales where you can get your hands on incredible bargains! And we do discount from time to time, but only when styles are out of season (like our summer knits in the colder months) or when we're discontinuing styles, shapes or colours.


Man and Machine | The Art of Knitwear from Paul James Knitwear on Vimeo.

If you are looking for a bargain in the run-up to Christmas though, we thought we'd share some of our favourite sale picks, that are currently on offer to inspire your shopping.


Our Favourite Sale Items


We currently have a range of beautiful knitwear at discounted prices, but we thought we'd share some of our very favourite picks that are available at a fraction of their usual cost. From beautifully draped roll necks that make the perfect gift for her this Christmas, to knitted polo shirts available in long or short sleeve versions that we're sure he'll love! 

womens oversized rollneck extra fine jumper

Mens ultra fine cotton short sleeve

Mens 100% Ultra Fine Cotton Short Sleeve Polo Shirt


chunky knit ribbed cotton jumper for women

Womens 100% Cotton Ribbed Crew Neck Jumper


mens moss stitch merino wool jumper

Mens Crew Neck Merino Wool Moss Stitch Fisherman Jumper



oversized womens knitted cardigan



knitted fisherman bobble hat

Mens British Wool Fisherman Beanie Hat




Loved our edit? Shop the full sale now:

Shop Women's Sale Items | Shop Men's Sale Items

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