Black Friday is the one week of the year when clothing brands are least honest about their prices. Reference prices appear in October so they can be struck through in November. Countdown timers reset every time the page loads. The same coat is sold at three different "real" prices in a fortnight.
We would rather tell you plainly what our offer is, how long it lasts, and what it does not cover. That is what this page is for.
What is on
Until 26 November, the Autumn Winter edit is discounted by quantity:
One piece: 10% off.
Two pieces: 20% off.
Three pieces or more: 30% off.
There is no code to remember and no minimum spend. The discount is applied automatically once the pieces are in your bag, and your bag tells you how close you are to the next tier as you go.
Why there are no crossed-out prices
Because there is nothing honest to cross out.
A struck-through price only means something if the higher price was genuinely charged, for a meaningful period, recently. Most Black Friday reference prices are not. Ours are the prices we have charged all season, which is why you will not see a coat at "£399, now £199" anywhere on this site. The £199 coat was always £199.
The trade-off is that our discount looks smaller at first glance than the ones that are invented. We think that is the right trade. It also means the price you see in November is the price you would have paid in September, which is a reasonable test of whether a brand is being straight with you.
What is included, and what is not
The offer covers the Autumn Winter edit: coats, trench coats, jackets, knitwear, trousers and cardigans. Seventy-odd pieces in total.
It does not cover our multipacks, which already carry a pack price, and it does not cover the summer and loungewear pieces that are outside the winter edit. Those are not hidden in small print at the bottom of a banner; they simply will not show the discount in your bag, and the bag is where you should check.
If you are only buying one thing
Buy the coat. It is the piece you will wear every day between now and March, it is the most expensive thing to get wrong, and 10% off a coat is worth more in cash than 30% off a jumper. If you are not sure which one, our guide to choosing a winter coat walks through length, shape and fit.
If you are buying two
Buy the coat and the jumper that goes under it. A coat bought without thinking about what it layers over is the most common way to end up with a coat that never quite works. Trying the two together is also the only real fit test for outerwear.
If you are buying three
Buy an outfit rather than three separate items. Three pieces is where the discount reaches 30%, and it is also, not coincidentally, the number of pieces in a complete look: something on top, something on the bottom, something over it. We have put six of them together, each built from pieces that work in more than one of the six.
Delivery, returns and the boring details
Delivery within the United Kingdom is free and tracked on every order, with no threshold to reach. Orders are dispatched within 48 hours. You have 30 days to return anything that does not fit or does not suit you, and the offer does not change that: discounted pieces are returnable on the same terms as everything else.
If you are buying as a gift, order with time in hand rather than in the last week of the month. Late November is the busiest fortnight of the year for every carrier in the country.
After 26 November
The quantity offer ends at 23:59 on 26 November. Prices return to normal the following morning.
If you are reading this after that date, the Autumn Winter edit is still there, still the same prices it was in September, and the sale section carries the pieces that are genuinely reduced at any given time.