As Black Friday approaches, some fashion brands are breaking away from traditional sales.
- Swedish brand Asket closes operations for Black Friday, offering repairs instead.
- Veja promotes its ‘Repair Friday’ focusing on conscious consumption and ecological action.
- Finisterre channels sales into environmental charities during the shopping period.
- Lucy & Yak launch limited-edition products to support educational initiatives instead of discounts.
Each year, Black Friday creates a frenzy among retailers and consumers with substantial discounts being offered by many brands. While some companies, like Jigsaw, Monsoon, and Reformation, are offering significant discounts, others are taking a stand against this pattern. Swedish clothing brand Asket has decided to close its operations for the entire Black Friday weekend, opting instead to provide free repairs for its garments. This approach reflects their commitment to sustainability by avoiding new purchases and encouraging garment longevity.
Similarly, the French sneaker company Veja is promoting ‘Repair Friday’. Throughout 29-30 November, they invite customers to focus on mending their shoes rather than purchasing new ones. They have established cobbler stations not only in their Paris headquarters but also in various locations, emphasizing the idea that the most ecological footwear is the one already in use. Co-founder Sébastien Kopp highlights their initiative to ‘clean, repair, collect’, which seeks to either extend the life of footwear or recycle it when repair is not possible.
Finisterre, an outdoor clothing brand, is using this period to support environmental causes rather than promoting sales. With their ‘Blue Friday’ campaign, they pledge a donation for each order, directing these funds to organisations like Surfers Against Sewage and The Surfrider Foundation. This initiative has led to the collection of substantial funds over the past three years, demonstrating a shift from commercial promotion to environmental responsibility.
In contrast, Lucy & Yak takes a different approach by launching a special collection to fund educational projects in India. Instead of Black Friday discounts, they offer limited-edition items and devote fifty percent of the profits to the Fior Di Loto Foundation. Co-founder Lucy Greenwood expresses pride in the positive educational impact the initiative has created, setting a notable example of how Black Friday can be reimagined.
Several brands have further rejected the consumer-driven nature of Black Friday. For example, the Swedish workwear company Fristads and the womenswear brand Aligne have publicised their refusal to offer discounts. By upholding their principles of quality and sustainability, they aim to encourage thoughtful purchasing decisions beyond seasonal buying frenzies.
By choosing sustainability and charity over discounts, these brands are redefining the narrative of Black Friday.
