In an initiative that redefines the concept of one of the main retail dates in the country, Privalia, in an unprecedented partnership with the Instituto Dona de Si (Own Yourself Institute), founded by actress and writer Suzana Pires, and Click and Collect, transforms Black Friday into a powerful movement for conscious consumption and social impact. With the proposal to let go of what has already fulfilled its role and make room for new stories, of the days October 20th to 31st, the general public can donate their clothes good condition clothing at lockers da Clique Remove in Sao Paulo, Rio de Janeiro and Minas Gerais. The customer who donates will receive, by email, a voucher for R$100 for purchases over R$349 on Privalia during the Black Friday period.
The collected pieces will not only be redistributed.They will be the raw material of the Privalia Fashion Lab within the Dona de Si Institute, a space of creation and upcycling. There, the clothes will gain new value and meaning, being customized and repaginated by the hands of women served by the institution.
For Suzana Pires, founder of Instituto Dona de Si, the partnership symbolizes more than a one-off action, it is a gesture of validation and continuity for a network of women who have been transforming their own stories through fashion and entrepreneurship.
"When a Privalia-sized brand joins the Dona de Si Institute, it is not only supporting a project, it is strengthening a silent revolution of women who are changing their own stories”, says Suzana.
"Black Friday is undoubtedly one of the most intense moments in retail. But for us at Privalia, it is also a time of reflection on consumption and purpose,” reinforces Mayra Dietzold Palacios, who completes: “We wanted to show that renovating the wardrobe does not have to be synonymous with excess, but rather with transformation and awareness. When talking about detachment, we invite people to give a new destination to the pieces that have already fulfilled their role, while discovering new opportunities within our app.
To participate, simply register and take the clothes in good condition to a collection point of Click Remove. It is important to use the same registration email in Privalia and Click Remove to make the voucher available. Intimate parts are not accepted for donations.
The campaign will be widely disseminated by email marketing, WhatsApp, app push, social networks, influencers and press.
Materializing Privalia's commitment to social transformation, the, the brand announces the next step of this journey with the launch, in December, of a capsule collection of exclusive t-shirts, illustrated by artist Julia Neumann and developed for the Dona de Si Institute. All sales will be fully reversed to the Dona de Si Institute, establishing upcycling as a fundamental pillar of the brand.
The initiative marks the first time Privalia joins its Black Friday to a collective gesture of detachment and social impact 'Expanding the purpose of the brand that was born with the mission of giving new destinations to fashion pieces.
Initiative drives upcycling
According to McKinsey, in the 2021 Ellen MacArthur Foundation report, the projection is that until 2030, the circular fashion sector (including upcycling and second hand) will represent 13% this change is a direct reflection of the demand for consciousness and places upcycling as a symbol of transformation.
Unlike traditional recycling, upcycling reinvents what already exists, giving new value and meaning to pieces that could be discarded. This is a movement that unites creativity and awareness, showing that style and sustainability can go together. In practice, upcycling extends the life cycle of clothes, reduces environmental impact and encourages a more affective look at consumption.
"Upcycling represents a change of mentality: it transforms consumption into a creative and conscious act, and this is very much in line with what we believe in Privalia”, adds executive Mayra Dietzold Palacios.
Suzana Pires highlights the symbolic meaning of the gesture: “Detachment is an act of freedom. It is looking at what has already fulfilled its role and making room for the new 'IN every way. Women who donate learn that solidarity is also a form of power; and IDDS women receive not only clothes, but opportunities, self-esteem and belonging. Each piece donated carries a story that continues in another woman. This is living sorority”, he concludes.
SERVICE
Period: 20 to 31 October 2025
Collection Locations: Lockers Click Remove 5 SP, RJ and MG
Beneficiary: Instituto Dona de Si
Voucher: R$100 OFF for purchases over R$349 (via registered email)
Rules: it is important to use the same registration email in Privalia and Click Remove. Intimate parts are not accepted for donations.
More info: Privalia Website Dona de Si Institute Website Click and Collect Website
