Some fashion brands are standing against Black Friday discounts by offering alternative initiatives that highlight sustainability and charity.
- Asket is closing its website on Black Friday, promoting repairs instead of new purchases.
- Veja introduces ‘Repair Friday’ to encourage shoe repairs and hosting events to foster ecological awareness.
- Finisterre and Lucy & Yak focus on charity, donating proceeds to environmental and educational causes.
- Brands like Fristads and Aligne resist Black Friday, urging conscious, sustainable consumption.
This year, as retailers rush to maximise profits through discounts, an increasing number of fashion brands are choosing to sidestep the Black Friday frenzy. They are highlighting sustainability and social responsibility instead of partaking in intense promotional activities.
For the eighth consecutive year, Asket will close its website and Stockholm stores on Black Friday. The brand invites customers for garment repairs, instead of selling new products, by offering free services for any damaged items. Their statement emphasised ‘no new garments’ can be purchased, reinforcing their commitment to sustainable fashion.
Similarly, Veja is spearheading ‘Repair Friday’ at its Paris headquarters, showcasing a commitment to conscious consumption. French sneaker brand Veja invites individuals to repair their shoes rather than buy new ones. According to co-founder Sébastien Kopp, this initiative aligns with their ‘clean, repair, collect’ ethos, launched to extend the lifespan of products and encourage recycling if they are beyond repair.
Rather than pursuing promotions, other companies have turned to charitable actions. Finisterre is planning to donate funds to environmental initiatives such as Surfers Against Sewage and the Surfrider Foundation. The brand’s ‘Blue Friday’ campaign has successfully raised considerable sums over the years, underscoring their dedication to environmental causes.
Lucy & Yak take a similar approach, releasing a limited-edition line with proceeds supporting the Fior Di Loto Foundation, which aids girls’ education in India. This initiative has significantly contributed to educational funding, marking a departure from typical sales-driven activities.
Several brands are simply writing to customers to declare their non-participation in Black Friday. Swedish workwear label Fristads has refused to offer discounts, instead promoting durable, long-lasting clothing. Lena Bay Højland stressed that true value lies in investing in quality products rather than fleeting deals promoting a ‘throwaway culture’.
Additionally, Aligne has chosen not to reduce prices, arguing that their strategy of offering the best prices year-round aligns with their core values. Their approach involves designing timeless pieces that transcend seasonal promotions, maintaining focus on quality and thoughtful design.
Asket, Veja, and other fashion brands are championing a movement towards sustainable and ethical consumption, redefining Black Friday’s traditional consumerism.
