Black Friday is the global day of impulsive consumption. A day with so many discounts, that we often forget the true cost of what we’re buying, especially when it comes to fast fashion.

Oriba, a sustainable clothing brand, decided to speak the same language, percentages, but to tell the other side of the story.

For that, instead of discussing how much you save, we focused on how much is lost: turning real sustainability data into discount codes.
The name of the problem was the code. The percentage of its impact became the discount.

And visually, everything lived within the world of fashion, and the transparency it so often lacks.