In a 'Black Friday' in which it is expected that we spend 32€ more than last year and with a forecast that online commerce is not so decisive in this campaign, there are brands that refuse to participate in which categorize as 'consumerism party'. One of these marks, is 'Ecoalf', that on their own website expose the reasons why they don't add, again, to this 'Black Friday'. "In Ecoalf, we don't do discounts of Black Friday to promote the impulsive purchase. "We want to share alternatives to help you to consume of form more responsible and reduce your impact" can read in the landing page of the mark.
The signature that founded in 2009 pursued a very clear aim: be sustainable and look for a way to do fashion taking into account the environment and the natural resources. Since, 'Ecoalf' has involved in numerous actions by safeguard the planet, like the cleaning of oceans, the production of flip-flops with tire residues or collections of sportswear with 100% recycled materials.
'Ecoalf' boasts to do 0% of discounts in its web page this Friday and takes advantage of the day of today to give councils that invite to the reflection and to live the fashion from a conscious point of view. Under the hashtag #recyclingblackfriday, the signature offers some recommendations eat: "it Reorganises and it exchanges, it takes care, and it repairs, it recycles and donate". With this hashtag, the company initiated a movement through Instagram in which it invited to his consumers to share sustainable alternatives with a very conclusive slogan: “Break your habit, not your planet”. This label has more than 1,000 publications on Instagram.
Other textile fashionable signatures that do not join to the fever of the 'Black Friday'
November, is the month that a lot of people describe like the month of the consumerism. And it is that the 'fever' of the discounts every time begins sooner. Only 10 years ago, we began to listen about the 'Black Friday': we onlye celebrate that on the last Friday of the month, but, after, we expanded this until the last Monday of the month, and we called it 'CyberMonday'. Recently we inaugurated the 'Single Day', the 11/11 promoted mainly by 'Aliexpress', and the next year, the Asian giant of the fastfashion 'Shein', joined to this new 'cellebration'. Thus, a lot of brands, have decided to break this type of actions and don't second these campaigns.
As it explain an article of the newspaper 'Expansion', brands of luxury like 'Gucci' or 'Louis Vuitton' won't discount the prices of his products in this weekend. Other Spanish fashionable signatures as 'The Extreme Collection', as it indicates the 'daily ABC' also denies to form part of the 'Black Friday'. In the case of 'Mutitaa' announced that with the aim "to promote a responsible consumption and with purpose, in front of the impulsive consumption of the big discounts" went to sell €10 more expensive his products. These €10 will go allocated to projects related with the education, health, rural world and the disability in Battambang, in Cambodia.
Instead, other signatures propose the 'Green Friday' as an alternative. This is the case of 'Patagonia' that from the 2011, the money that achieves with these sales its donate to buy clothes of his customers and repair it to avoid that the final destination of this was the dump. 'Everlane', for example, all the money that collects during this promotional period heads to an organization that plants trees in Los Angeles.