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Shop small: this Black Friday 2021 we are all about small brands with sustainability at heart

Shop small: this Black Friday 2021 we are all about small brands with sustainability at heart
By Renoon

As Black Friday approaches, more and more discounts are popping up on everyone’s social media or inbox. And with the purpose of turning Black Friday into a more responsible, and eco-conscious day, we list here the projects that different small and sustainable brands will be doing this week!

Can brands that focus on sustainability afford Black Friday?

We asked 5 brands that are marked as “Born with Sustainability at Heart” in their sustainability journey and are achieving many values on Renoon. What they are doing for this 26th of November 2021?

Are they launching sales? In a world where fast fashion launches up to 99% sales, how can these brands react and compete?

Black Friday - Artkint studio sustainable brand raising prices

ARTKNIT STUDIOS

Who said discounts? This brand it’s actually raising its prices.

“We’ve decided to raise them – for a good reason. Since we’re actually worried about our planet, we want to move things in the right direction. And you can be a part of this.

From Friday to Monday, our prices will increase by 5% and we are adding 5% on top, in order to finance certified carbon offsetting projects in developing countries.”

Based in: Italy
Sustainability Journey: Born with Sustainability at Heart
Key values: #slowfashion #mulesing-free #timeless

 

Black Friday and sustainable fashion brands 2021
Image via Rèyem

REYÈM

Based in: Amsterdam
Sustainability Journey: Born with Sustainability at Heart
Key values: #slowfashion #women-owned #timeless

+ Add it to your brand list

Reyem is one of those brands that uses deadstock fabric – material that would otherwise go to waste – and focus on crafting timeless pieces for a modern woman. Its founder Sabrina Meijer says: “We’re doing 20% off on selected items on Black Friday until Monday 🙂 and an extra treat for our newsletter subscribers.

We’re doing it to thank our customers for supporting us as a small brand and give some of our customers the opportunity to get something they have been eyeing for a while.

I wish more people knew we are working very hard to make sustainable choices.”

Black Friday and sustainable fashion brands 2021
Image via Rhea

Rhea

Based in: Amsterdam
Sustainability Journey: Born with Sustainability at Heart
Key values: #EthicalLabor #SupportCommunities #slowfashion #women-owned #timeless

+ Add it to your brand list

Roos Fleuren, the founder of the just-launched knitwear brand, Rhea: “We are doing nothing for Black Friday. We don’t do sales & promotions ever, nor at the end of the season.

R To us, we already disrupt the market, to have the highest quality for an affordable price. For us, brands that go on sale don’t have a fair price to begin with. Also, our pieces are timeless!

I wish more people knew that we are a fully transparent brand, not only where we produce but also how important it is to get everyone a fair price. The farms, the factory, the spinner and most of all the customer.”

Black Friday and sustainable fashion brands 2021
Image via Serendipity Vintage Dreamer

Serendipity Vintage Dreamer

Based in: Amsterdam
Sustainability Journey: Born with Sustainability at Heart
Key values: #vintage #women-owned #MadeInEurope

+ Add it to your brand list

Andrea, the founder of the brand: “SVD has 2 actions for black friday. Our main action is what we called “REFLECT FRIDAY: your actions today define our tomorrow”. 

Our entire website will go on a blackout. Purchases won’t be possible as an invitation to reflect, think about our real needs before purchasing, and become aware of the impact we have on the planet & influence that society has on us.

Our second action is linked to what we do all year round: we plant trees for every order placed at our website. We collaborate with companies like “Trees for all” to compensate for the Co2 impact we have with shippings etc.

We wish that more people knew about the clothing lifecycle, where does clothing end when we donate it and cannot be reused for example.

Also to be more conscious about the recycling process and new “recycled fibers” . 

Not every existing garment can be recycled or given a new life, yet brands and consumers are hiding behind this new process (aka- you feel ok to buy more, because “hey we recycle it into a new sweater”)

We wish consumers would visualize images like the Atacama desert or the landfills where all their discarded clothing ends before buying unnecessary items.”

Black Friday and sustainable fashion brands 2021
Image via Maium

Maium

Based in: Amsterdam
Sustainability Journey: Born with Sustainability at Heart
Key values: #EthicalLabor #Timeless #Ecopackaging #Vegan

+ Add it to your brand list

Founded in Amsterdam, Maium is a brand that focuses on designing rainwear that adapts to unpredictable weather conditions and a busy lifestyle, and centres on functional design and innovative materials – mostly recycled fabrics like recycled polyester.

“Last year we turned our website completely black for Black Friday (sales weren’t possible). For this year we’re doing the same, but with a twist,” explained Sarah Smit, Maium’s Brand Manager.

“For this year we’ve created a custom rain themed meditation for our customers. We invite everyone to come sit with us on a rooftop in Amsterdam, we’re a light autumn drizzle that will set you free from your day-to-day.”

Maium’s Black Friday statement:

Today is your lucky day. There is no fear of missing out on Maium sales, as we don’t participate in fast, cheap and more consumerism. Instead of buying a coat, invest in yourself, take a break from shopping and allow yourself 10 minutes to relax through this guided meditation. Take the day off, so will we.

Black Friday and sustainable fashion brands 2021
Image via Womsh

Womsh 

Based in: Italy
Sustainability Journey: Born with Sustainability at Heart
Key values: #Craftsmanship #SupportClimateTransition #Ecopackaging 

+ Add it to your brand list

Founded in Italy in 2014, Womsh is one of those innovative brands that produces high-quality sneakers out of apple skin leather, aiming to respect the planet and those who live on it. “Our Black Friday will be GREEN FRIDAY. For the third year Womsh will not take part in the Black Friday with discounts on the products on our e-commerce” explained Erika Barbato, Womsh’s Social Media Specialist.

“We will instead donate the 25% of the sales revenue of the weekend 26th-28th of November to @onethreeplanted, a non-governmental organisation for forest protection. This initiative wants to spread awareness on the consumerist approach to flash sales and to communicate that, step by step, it is possible to change,” she added.

Black Friday and sustainable fashion brands 2021
Image via Ksenia Schnaider

Ksenia Schnaider 

Based in: Ukraine
Sustainability Journey: Born with Sustainability at Heart
Key values: #SlowFashion #Timeless #Upcycled #MadeInEurope 

+ Add it to your brand list

Ksenia Schnaider was born in 2011 with the aim of creating fashion pieces by reworking discarded materials. This brand constantly works hand in hand- creating fashion pieces combining reworked materials, perfect cut, Eastern European cultural quotes and spicing it up with some innovative digital concepts.

For this Black Friday season, Ksenia Schnaider is teaming with the Marine Conservation Society to protect the oceans and marine life’s health. For every BLUE FRIDAY order placed, the brand will donate five percent to the Marine Conservation Society, ensuring that every purchase helps benefit an important cause.

3 out of 5 brands are opting out entirely from Black Friday as a statement to make people think twice before buying things they do not need. Others are offering donations or something for their clients that have had an eye on the brand for some time. 

At Renoon, this Black Friday weekend we support these brands that were born with sustainability at heart so that if you need to buy something, you can make it count. 

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