In Focus | Why We Don't Do Black Friday

Every November, the world rushes. The sales begin earlier, countdowns glow like warning lights, and inboxes fill with the same breathless urgency. But we move to a quieter rhythm- one built on intention, craftsmanship and clothing designed to live with you, not just pass through your wardrobe.

So instead of Black Friday, we celebrate something more in tune with our values: fair pricing! No flash sales. No huge margins. No frantic reductions. Just a reminder that when you choose well, you choose once (and hopefully, again and again!). 

Why We Don’t Do Black Friday

Black Friday thrives on overproduction and impulse decision-making- things we actively avoid. Our pieces are made in limited batches, with natural fibres and a thoughtful design ethos that doesn’t rely on seasonal gimmicks. The price you see is fair, set to honour the work of our makers and the quality of the materials.

Our clothing is designed to last across years, not trends. From the softness of merino to the structure of good cotton, we build collections that feel timeless, relaxed and quietly elevated. That philosophy doesn’t sit comfortably next to weeks of markdown mania. 

Shop With Intention

We believe the best wardrobes are built slowly, one intentional piece at a time. A jumper chosen because it feels right, a cardigan that has become part of your weekday ritual, a jacket you reach for every morning without thinking,.

This season, that might be the Teddy Jacket, a standout favourite for men and women who love comfort without compromise: soft, cocooning, and stylishly simple, the kind of piece that earns its keep from autumn through early spring. This year we’ve brought back in Navy and introduced it in 'Off White' as well. Not only have we reduced our carbon footprint on this fleece by moving production to Portugal, the Teddy Jackets and Teddy Gilet are made using a combination of wool and recycled fabrics. It is thicker and warmer and more planet-friendly than ever before... 

And then there’s our Cobalt Merino Beanie- a small but mighty burst of colour that instantly lifts winter layers. Proof that intentional shopping isn’t just about minimalism; sometimes it’s about choosing pieces that make you feel alive in the colder months.

These are wardrobe anchors. Year-round companions. Items worth choosing carefully.

The Jam Philosophy

Every piece we create follows the same quiet principles:

Timeless silhouettes. Shapes and shades that hold their relevance season after season.
Natural fibres. Merino, cashmere, organic cotton — materials that breathe, endure and genuinely feel better.
Small-batch production. We make considered quantities, avoiding waste and ensuring each item has purpose- so don’t hang around if you see something you like!
Craft at every stage. From yarn to final stitch, we work with makers who share our commitment to quality.

This simply isn’t a recipe built for Black Friday.

 Choose Pieces That Last Beyond the Weekend

Whether it's the cloud-soft Teddy Jacket, the cobalt blue beanie, the Alex Jumper, the Betsy Cardigan, our men’s quarter zips or the Darcey cotton polo, our focus remains unchanged: beautifully made staples you’ll wear again and again.

So this weekend, skip the frenzy. Shop thoughtfully. Choose pieces that feel considered, crafted and fairly priced. Theres no smoke and mirrors here...

With love, Jam.