Why Is Everyone Wearing Red?

Every Red tag, cart, product, purchase, and intention turned Red: as a commitment to building a responsible future for consumer retail through systems, community, and a shared responsibility to recover and unlock the value of what already exists. Because Red, also, as a reminder that the work is continuous and still very far from finished.

Red Day is Do Not Wish’s annual invitation to rethink retail. Each year, we reflect on how retail is evolving, what has been learned, and how we can collectively move the industry forward.

On Red Day 2026, as part of our annual commitment to transparency, collaboration, and continuous improvement, we openly share how Do Not Wish has evolved, what we are building, and where we believe we’re headed in the evolving future of consumer retail.

Introducing Our Circular Intelligence Methodology: DIMS

Beginning in 2026, with a phased rollout, we are formally introducing the Do Not Wish Impact Measurement System, or DIMS, the Circular Intelligence methodology at the core of the Do Not Wish Marketplace. Our first public release of DIMS will begin alongside our marketplace beta access on Green Friday 2026, with additional capabilities, measurement tools, and resources introduced in phases thereafter.

DIMS provides the framework through which we will measure, understand, and communicate the impact of inventory recovery and responsible consumer retail. Its foundations go back further than this launch. DIMS began in 2023 as a simple philosophy rooted in fashion, and as the Do Not Wish philosophy took shape, it evolved into a structured framework in 2025, laying the groundwork for the methodology we’re now bringing forward publicly in 2026. To learn more about DIMS, our philosophy and our governing standards, we invite you to read the Do Not Wish Principles.

From the outset, DIMS was intended for something broader than fashion. Consumer retail extends well beyond a single category, and the challenges of excess inventory, resource use, and unrealized product value exist across beauty, home, lifestyle, electronics, sporting goods, and countless others.

Today, DIMS stands as our Circular Intelligence methodology for consumer retail, starting with fashion, but built on a foundation through which Do Not Wish will measure, understand, and advance responsible commerce more broadly.

We also believe the principles behind Circular Intelligence shouldn’t remain confined to a single marketplace. Over time, we intend to make DIMS’ principles, frameworks, methodologies, and tools available to retailers, brands, researchers, developers, and innovators working together to move retail forward, because meaningful progress shouldn’t remain proprietary. It should be shared, challenged, improved, and ultimately adopted across the industry.

Building Resources for the Industry

We are building Do Not Wish from that vision.

Beginning on Green Friday 2026, in continued phases, and throughout our lifecycle, we will gradually release customer tools, research, methodologies, measurement frameworks, technical documentation, APIs, developer resources, educational content, and practical guides designed to help accelerate the transition toward more responsible consumer retail.

Some of these resources will be developed by Do Not Wish. Others will be created in collaboration with partners, researchers, universities, developers, and industry experts, because innovation thrives through collaboration: when ideas are shared, when standards improve, and when industries learn from one another.

Our ambition is simple: to become a trusted resource for the advancement of consumer retail.

An Open Invitation

We extend a warm welcome to industry veterans and professionals across retail, merchandising, commerce, marketing, logistics, circularity, technology, operations, inventory management, product development, artificial intelligence, research, and community,  looking to shape the future of retail. We invite you to become part of the Do Not Wish Partnerships Network and help shape the future of consumer retail. Learn more and join us through our Partnerships page.

Because the future of retail won’t be built by one marketplace, one company, or a single perspective. It will be shaped by better questions, shared ideas, and challenges to existing thinking, as we build better systems together.

Share ideas. Build forward.

Red Day, 2026.
Wear Red. Think Red. Shop Red.