The #NoLabelFriday campaign, organised by MasterPeace Netherlands, took place from 24 to 28 November 2025 in Rotterdam, engaging young people and the wider local community in a public awareness action around conscious consumption during the Black Friday period. The campaign addressed the growing culture of overconsumption by promoting practical and accessible alternatives rooted in sustainability and everyday choices.
The campaign launched on 24 November with an Instagram post introducing No Label Friday and its core message, encouraging people to rethink impulse buying during what has become a full “Black Week.” From 28 November, the campaign focused on the “R’s” of sustainable consumption—Review, Refuse, Reduce, Reuse, Repair, and Recycle—inviting the public to reflect on their own habits. A social media giveaway encouraged participants to share how they applied one of the R’s using the hashtag #NoLabelFriday, with a sustainable bag by Susan Bijl as the prize.
On 28 November, Albeda Fashion students joined the action at Rotterdam Central Station, engaging passersby in short conversations about the campaign, explaining its message, and promoting the giveaway. Many people shared examples of mindful purchasing practices, while others expressed increased awareness of the impact of overconsumption. A short campaign video featuring the students was produced and shared online, helping the initiative reach approximately 6,700 people.
Overall, the campaign successfully raised awareness about responsible consumption, strengthened youth participation in public campaigning, and provided clear, practical tools for making more sustainable choices. Through a combination of online outreach and direct street engagement, No Label Friday contributed to broader public dialogue on conscious consumerism and sustainable fashion during the Black Friday period.