An Alternative Black Friday: Eco-Ethical Brand Tactics
Published 25 November 2022
This Black Friday weekend (November 25-28), most consumers are planning to match or surpass their 2021 spending – as they bargain-hunt amid rising inflation and the cost-of-living crisis. But many are also searching for sustainable solutions. Brands including London pop-up 00.thestore, Swiss bag company Freitag and British fashion label Rixo are catering to this conflicted cohort.
00.thestore’s Sustainable Saturday
To promote mindful giving, carbon-neutral London pop-up 00.thestore brings together 80 climate-conscious fashion, beauty, personal care, plant and accessory labels for the festive period. Running alongside its (non-discounted) retail offerings, its Black Friday tie-in is called Sustainable Saturday (November 26).
00.thestore will host in-person eco-oriented workshops and panel discussions, aimed at both consumers (like plant repotting from east London gardening brand Sowvital) and businesses (such as discussions on how to become B Corp-certified). All its products have recycled packaging – and to fulfil same-day online deliveries, the retailer has partnered with British eco-friendly service Bodo (which uses electric vehicles).
Haeckels Extends Support to Indie Labels
As retail sales suffer amid the cost-of-living crisis, British marine skincare label Haeckels will let 10 smaller, independent businesses take over its shelf spaces in Margate (Kent) and London for Black Friday, while also providing them with marketing support.
Rixo Switches to Female-Grounded ‘Giving Tuesday’
Previously a Black Friday participant (to remedy overstock issues during the pandemic), British fashion label Rixo has switched its focus this year to Giving Tuesday (November 29). The UK-based occasion was established in 2012, and calls for greater contributions to charity (through money, time or expertise). The female-founded company will donate £15 ($18) per transaction to US non-profit Women for Women International, which helps female war survivors learn job skills, enabling them to rebuild their lives.
Freitag’s Swapping Day
Reprising its annual Black Friday swapping day, when shoppers exchange their bags with each other for free rather than buy more products, Freitag will direct online customers to its permanent S.W.A.P (Shopping Without Any Payment) site. And while many of its stores will close, some will host in-person swap sessions.
REI Makes #OptOutside Permanent
US outdoor retailer REI’s #OptOutside movement has seen the brand close its doors on every Black Friday since 2015, allowing employees to enjoy a day out in nature (and nudging consumers to do the same). This year, it has made the initiative a formal, permanent commitment to do so every year.
Cubitts’ Free ‘Frame Rehabs’
Promoting reduced consumption and buying better rather than more, British eyewear brand Cubitts is offering free ‘frame rehabs’ in eight UK stores. Owners can book to have glasses ultrasonically cleaned, hinges tightened, lenses polished, and any fit issues adjusted.
Ræburn’s Recommerce Hub
UK fashion design studio Ræburn is partnering with US reseller Responsible to transform its Soho, London location into a resale centre on Black Friday. Consumers can bring pre-owned clothes from Raeburn – as well as other fellow premium streetwear labels – to Responsible’s Buy Back authentication and valuation staff, in exchange for store credit.
Cult Mia’s Resale-Centric ‘Zero-Waste Black Friday’
Also focusing on recommerce, independent fashion marketplace Cult Mia is partnering with pre-loved clothing platform Loop Generation (both UK) for a sample sale of brands including Czech-Moroccan designer Anisa Sojka and Georgian label Liya.
Running from November 24-26 at Loop Generation’s Brompton Road store in west London, an unspecified percentage of sales will be donated to British charity Girls Out Loud, which aims to increase teenage girls’ confidence, emotional resilience and self-esteem.
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