November 29, 2022
F*CK YOU BLACK FRIDAY
OUR FAVOURITE ANTI-BF STORIES
We didn't participate in Black Friday. Why?
Making quality, long-lasting products is at the core of our brand values. Frankly, that just isn't compatible with the over consumption that comes with Black Friday; we believe that customers should be able to buy less and demand more out of the gear they purchase.
OUR FAVOURITE ANTI-BF STORIES
1. WORLD'S MOST EXPENSIVE JEAN
@hiutdenim
Hiut Denim Co. ditched discounts and instead hiked their prices up by 8,163%. They sought to set a new world record for the most expensive jean, which they promised to plant 476,190 trees for in return. 5 pairs sold = 1 million trees planted.
2. SORRY, WE'RE CLOSED
@asket
For the fifth year in a row, Asket closed their online and brick and mortar stores for the Black Friday. In the past, Asket have also clad their store in Sweden with anti-consumerist photos and videos.
3. DON'T SHOP, S.W.A.P
@freitaglab
FREITAG closed their store for 24 hours and invited customers to swap their bags online, free of charge, as opposed to purchasing new bags.
4. LONG-TERM INVESTMENT FRIDAY
@fjallravenofficial
It may not be as catchy as Black Friday, but we think that 'Long-Term Investment Friday' is bang on.
5. BLACK SHEEP FRIDAY
@ortovox
Ortovox closed their online store, inviting their customer-base to join them in being different. They referred to this movement as '#blacksheepfriday'.