LOVE Friday 2025 - Our Ethical Take on Black Friday & What’s Coming

Every year, we choose to approach Black Friday a little differently. As a sustainable brand rooted in natural fibres and small-batch British production, the traditional Black Friday frenzy has never felt quite “us”. So instead, we created our own tradition: LOVE Friday - our thoughtful, ethical Black Friday event, centred on great deals on your favourite premium Merino, but also too on sharing warmth, comfort and kindness.

While many families look forward to cosy winter nights and festive joy, too many children across the UK will face a very different Christmas. This year, your Black Friday Merino purchase can help change that.

A Black Friday Merino Sale That Gives Back

From 22*– 30 November 2025, we’re launching our LOVE Friday Sale with a simple promise:

❤️ 20% off Superlove Merino (sitewide)

Enjoy 20% off all full-price, in-stock Merino wool clothing, including Merino baby sleeping bags, kids’ Merino layers, and sustainable adult Merino base layers and knitwear. (This is our biggest Merino Black Friday offer of the year)

❤️ 20% of profits donated to Action for Children

During LOVE Friday week, 20% of profits will be donated to Action for Children, one of our favourite charities, who work tirelessly to provide warmth, essentials and support to children and families who need it most.

When you choose a piece of Merino wool, you’re also choosing to make a difference.

*Early Access: Shop Our Merino Black Friday Deals Two Days Early

As part of the Superlove community, you’ll receive something extra special: early access to the Love Friday Sale.

• Early access opens: 8am (GMT), Saturday 22 November 2025
• Public access opens: 8am (GMT), Monday 24 November 2025

Our email list subscribers will get an exclusive early-access code granting a 2-day head start on all Black Friday Merino deals. Because we produce in small batches, some colours and sizes sell out quickly - early access truly makes a difference.

If you’re not signed up yet, now’s the perfect time.

What’s Included in the LOVE Friday Sale?

Our Black Friday Merino sale includes:

• Baby Merino clothing
• Kids’ Merino base layers and pyjamas
• Adult Merino knitwear
• Merino accessories
• Our best selling Merino base layer sets
• Select pieces available for pre-order
• All full-price, in-stock items

Excluded: Gift cards and shipping fees. Discounts cannot be combined with other offers.

Why Our Black Friday Is Different (and More Sustainable)

Superlove is built on slow-fashion values:

• Small-batch, responsible production
• Natural fibres, ethical sourcing
• Zero-waste ReMerino® innovations
• Local manufacturing partnerships
• Long-lasting Merino designed for real life

A typical discount-driven Black Friday doesn’t reflect what we stand for - so LOVE Friday allows us to offer meaningful Merino Black Friday savings, without compromising our values. With every purchase, you help us support children across the UK, while choosing natural, durable clothing designed to last.

This is Black Friday, the Superlove Merino way.

Join the LOVE Friday Community

If you’d like early access to the best Black Friday Merino wool deals, plus first pick of our limited-stock knitwear, make sure you’re signed up to our email list.

Together, we can shop consciously, support a meaningful cause, and wrap a little more warmth around the children who need it most.

Thank you for being part of the Superlove family.