Ready for the mayhem of Black Friday? Increasingly, forward thinking brands and conscious consumers are not.

This has made way for a new trend in which brands are promoting more sustainable, ethical and eco-friendly Black Friday initiatives taking advantage of the publicity of the big day. Consumers now have the choice of new and innovative options to detox from the traditional Black Friday mass market appeal.

The Trendstop team have pulled together five key alternative Black Friday concepts for an exclusive insight into this new consumer development.

1. The Anti-Black Friday Concept Store

Lone Design Club is opening a pop-up concept store in Covent Garden in London to inspire consumers to spend Black Friday mindfully. It celebrates sustainable and independent labels – all contributing to make a difference and a positive impact on the industry.

The pop-up store and event promotes slow living, and has a full schedule of workshops including ‘knit to mend’, needlework and even meditation to “connect people to the hidden energy of the fabrics and clothes they wear”. It gives customers the opportunity to slow down and immerse themselves in a mindful shopping experience.

2. The Green Week Alternative to Black Friday

Weekday, the brand known for encouraging self-expression and the care for the planet, embraces Black Friday alternatively with a Green Week. Each day they offer a different sustainable deal on long-wear and seasonless items such as denim jackets, basic t-shirts and jeans. The brand aims to reduce clothing waste by encouraging customers to buy pieces they will wear, keep and hand down.

3. The Black Friday Fund to Save the Planet

Everlane the American ethical brand began their annual Black Friday Fund in 2014, which they use to promote a more transparent supply chain and to promote the working conditions of their factory workers. This Black Friday they are inspiring consumers to reduce ocean plastic by partnering with the Surfrider Foundation. The company is donating $13 from every order to help clean up beaches and shores.

Everlane is committed to removing all the virgin plastic from its supply chain by 2021. Their ‘Renew’ clothing line is made entirely from recycled plastics.

4. The #Opt Outside Black Friday 

The Seattle-based outdoor-gear retailer believes that spending time outdoors is more important than hunting down Black Friday deals. REI is closing their doors for the fourth time this Black Friday and instead giving its 12,000 employees a paid day off and a long weekend to spend time outdoors.

They’ve also gained a lot of traction in social media for their stance using the #OptOutside hashtag.

5. The Patagonia Black Friday 100% Charity Donation

One of the original inspirations for the alternative Black Friday is the iconic outdoor brand Patagonia, who in 2016 inspired consumers and businesses alike to contribute positively by donating 100% of their Black Friday sales to charity, reaching a record-breaking $10 million in sales. Every penny went to hundreds of environmental organisations to help save the planet. The company also donates 1% of its annual sales to environmental charities.

Here at Trendstop we believe in promoting a green future and help fashion & lifestyle brands to create less but better products that reduce waste in the industry. You can watch more about Less but Better below.

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