While many brands and retailers go all out on Black Friday to sell, sell, sell, some use the day to reverse sales by halting sales, enabling re-commerce, or returning old goods. to be taken for recycling. FashionUnited has highlighted some for those who want alternatives to spending and overconsumption.
Take Back Friday from Teemill
Leading the way is the circular economy platform Teemill, which has partnered with its community of 10,000 stores to ask customers to return Teemill-made clothes they no longer wear as part of the #TakeBackFriday campaign.
Returned products are then used to create new products using Teemill’s innovative Remill technology. Customers are rewarded with a £5 credit to spend on future purchases of circular economy products.
“Black Friday is a symptom of how waste is woven into the way our world works. Products are designed to be thrown away, meaning the only way to create growth is to make and sell more products and create more waste. It fuels climate change and destroys nature,” Teemill co-founder Mart Drake-Knight said in a statement.
“We built Teemill to solve that problem. Our products are designed from the ground up to come back and be made again, meaning that instead of creating waste, we turn it into new products. Doing the right thing shouldn’t cost the world, so we made the platform free because we want to encourage everyone who cares about these issues to have the opportunity to create a more sustainable future with us,” added Drake-Knight.
After many years of working on designing a circular supply chain, the company that started in 2008 as a fashion brand called Rapanui has been relaunched in 2018 as the Teemill platform. Teemill uses only reclaimed, natural materials (no plastic), even for packaging. creates value from waste and takes responsibility, even after the life cycle of a product is over.
The UK-based company currently partners with more than 10,000 brands, including global NGOs and businesses, media, online content creators and influencers, providing an open-access circular design and supply chain platform. Its users include Greenpeace, WWF, BBC Earth, Google, Selfridges, Fortnum and Mason and Lush.
To date, Teemill has diverted 30,000 kilograms of organic cotton from landfill, avoided 1 million kilograms of CO2e emissions and saved 586 million liters of water using the Remill process that converts returned products into new high-quality products, all of which go through the same process once at times. Teemill’s goal is to take back 100 million items by 2027, and Take Back Friday is one way to get consumers to participate.
Shop Back Friday from Raeburn
UK-based fashion studio Raeburn will empty its flagship store at 2 Marshall Street in Soho, London, from current seasonal stock on Friday to allow circularity partner Responsible to turn it into a Buy Back Friday re-commerce hub. Consumers can bring in men’s and women’s items from Raeburn and other premium streetwear brands to have them authenticated on the spot and valued against a money exchange. Visitors will also receive tips on how to evaluate their current and future wardrobe, with an emphasis on intentionally keeping clothes in rotation for as long as possible and not in landfills.
“We’ve always had an opposing view of Black Friday — one of restoration and repair,” Raeburn founder and designer Christopher Raeburn said in a press release. “Traditionally, we close shop on this day to encourage a sustainable mindset: buy less, but better. We took it a step further this year by enlisting the Responsible team to educate customers on the proactive steps they can take to make purchases that will keep the product in circulation for many years and several new owners.
“All collected pieces go through our premium renovation process. We will ozone clean everything and perform high quality repairs so that every piece feels brand new when delivered to the next customer in minimal, plastic-free packaging through our Responsible re-commerce store,” explains responsible CMO Ciaran Jordan.
Green Friday by Deuter
The German outdoor brand Deuter stimulates less consumption in favor of conscious shopping and sustainable promotions by turning Black Friday into Green Friday. Deuter will donate 10 percent of its online sales revenue from November 25 to November 27, 2022 to the European Outdoor Conservation Association (EOCA) for the “Strengthening Human-Elephant Coexistence” project in Ghana.
The money raised will improve and restore the habitat of the endangered African bush elephant. Trees are also being planted and about 5,000 people are being educated about the value of elephants to the ecosystem of Kakum Conservation Area. In addition, about 500 farmers receive information about better agricultural techniques and practices.
To extend the life of its products, Deuter has also traveled to various cities in Germany to repair backpacks directly in stores.
SWAP Friday by Freitag
Swiss bag maker Freitag not only closes its physical stores on Black Friday as in previous years, but also its online store on this day for the first time. Instead, those interested can exchange their bags on the SWAP platform or do so face-to-face in all of the brand’s physical stores, from Zurich to Tokyo.
Freitag is also teaming up with like-minded brands like Raeburn (see above), Dutch denim pioneer Mud Jeans, Swedish minimalist fashion brand Asket, Spanish vegan sneaker brand Flamingos Life, Seattle-based surf and yoga apparel brand Oy, and others who are also closing online stores on Black Friday and instead take various initiatives and constructive actions for fair and sustainable ways of doing business and consumption.
You can find more fashion brands boycotting Black Friday discounts here.