5 days ago
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Black Friday has long been synonymous with deep discounts and chaotic shopping sprees. But this year, British fashion brand Never Fully Dressed is taking a different approach that aims to infuse purpose and avoid the hectic mood associated with the season.
Known for its playful prints and inclusive sizing, offering U.K. sizes 6-28, Never Fully Dressed opened a pop-up outlet store on November 1 that will remain open until December 15. The store, located in East London, is stocked with sample pieces, pre-loved items obtained from customers and unsold “archive” products from past seasons past. All are priced at £40 ($50) each or three for £100 ($125).
The pop-up is being promoted through the brand’s social media accounts, email newsletters and website. Never Fully Dressed was founded in 2009 by Lucy Aylen. The company declined to share its annual sales.
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English (US) ·