Do ‘Sustainable Black Friday’ deals really exist, or is the term in itself a contradiction?
In previous years, we would have said the most sustainable thing to do on Black Friday would be not to shop at all.
And there are many brands in the Live Frankly Directory who stand by this:
“Pitod is boycotting Black Friday to take a stand against overconsumption, fast fashion, and unethical business practices,” says founder Pedro Trajano.
“We are not offering any Black Friday promotions outside our regular promotions,” insists Purscents founder Maame Sarpong, who creates refillable candles. “Instead, we are donating 10% from every sale during the Black Friday and Cyber Monday weekend to our charity partners.” This is in addition to their regular charity giving.
“No sales from me, I like to promote longevity and visible mending,” states knitwear specialist Valentina Karellas.
A different take on Black Friday
But, with Black Friday and Cyber Monday Sales increasing to a whopping $298 billion last year, clearly that messaging only resonates with the few.
Lora GENE director, Lora Nikolaeva recognises this and so, once again, is turning Black Friday into “Giving Back Friday”. For Black Friday, Lora GENE customers will receive 15% – 60% discount. But, Lora Gene passes the discounted amount onto the makers for every garment sold on their website.
Nikolaeva explains: “I want to use it to educate consumers on what sustainable manufacturing really looks like. I really want people to unlearn this idea that clothes are cheap, which undervalues how much skill is required in this industry. It’s only by seeing the people behind the sewing machines that we start to relate to them on a human level and understand that they deserve to be compensated fairly for their work – just as each of us expect to be.”
Plus, in challenging economic times small brands, as well as people, are being hit hard. Black Friday can be a way for customers to get a good deal while supporting the brands that need and deserve it.
That’s why sustainable marketplace Project Cece are not hosting any special Black Friday deals this year, but they’re not boycotting it either. Instead, they’re promoting more mindful Black Friday shopping – such as asking customers to use any sales to support brands that align with their values.
It’s also why Not Basics co-founder Katie McCourt released a statement to say: “We’ve always done Black Friday differently, but we have to be honest – this year we’re joining in.
“Thing is, this year feels different. The landscape for small businesses has shifted dramatically… We’ve watched some of our favourite independent brands disappear this year. Each one built on dreams and supported by loyal communities, just like ours. So, this is just us, doing all we can to get ahead and stay in the race. This year, we’re joining in not because we want to, but because we need to.”
In this spirit, we’ve collated this year’s Black Friday deals from brilliant independent brands, who are fighting harder than ever to stay visible in a landscape dominated by big retailers…
Black Friday Deals from Independent Brands 2024
Up to 50% off selected styles | Not Basics
The Not Basics Black Friday sale is live now until midnight Monday 2nd December, offering up to 50% off selected styles.
Re-imagining the basics, they’ve created a versatile, neutral collection of underwear, tops and leggings that you’ll reach for time and time again.
15% off Brothers Essentials | Brothers We Stand
Brothers We Stand are offering 15% off their Brothers Essentials collection with discount code: wearmeout (“Wear Me Out”).
Known for their ethical craftsmanship, these premium organic t-shirts combine a popular fit with sustainable materials and thoughtful details, like eco-friendly inks and recyclable packaging. A wallet-friendly choice made to stand the test of time.
Up to 60% off for Giving Back Friday | Lora GENE
Turning the tide on unrelenting consumerism and reclaiming the event is sustainable and ethical slow fashion brand, Lora GENE, who is instead creating “Giving Back Friday”.
For Black Friday Lora GENE customers will receive 15% – 60% discount. And this discounted amount will be paid to the makers for every garment sold on their website.
20% off everything Black Friday Discount | Gaucho Ninja
Gaucho Ninja design, create, and produce luxurious, made-to-order barefoot shoes that integrate the concepts of balance, natural motion, and foot health into every shoe crafted. Brilliantly, they are also designed to be repaired and resoled, so they will last you a lifetime.
Gaucho Ninja are offering 20% off across their website Friday 29th November-Monday 2nd December 2024 inclusive.
Just use the code BLACKFRIDAY20, valid for the above dates only.
Up to 20% off | Wellicious
Wellicious is a circular, Cradle to Cradle Certified® brand specialising in stylish and sustainable yoga and activewear that is genuinely biodegradable.
Their flattering modern, minimalist designs are crafted with care. Their attention to detail means your sports bras, leggings and tank tops will hold their shape, wear-after-wear, season-after-season.
Sign up for their newsletter for a 20% discount code for this week only.
Wellicious will also be sharing a 10% discount code on their socials, valid for everyone.
25% off entire store | AYA
The AYA Black Friday sale is on now – enjoy 25% off the entire store until Cyber Tuesday.
AYA’s premium tops and underwear are crafted from luxury materials like royal alpaca wool and organic pima cotton, offering exceptional comfort and durability. Rooted in sustainability and proudly made entirely in Peru, AYA proves that fashion can put people and the planet first.
Up to 50% off for ‘Green Friday’ | The Revivas
Check out The Revivas ‘Green Friday’ Deals page for discounts on various brands ranging from 15% to 50%.
Green Friday falls on the same day as Black Friday. It still offers discounts but calls for more responsible consumption, urging people to choose sustainable brands and shop mindfully by reflecting on our purchases and buying only what we *truly* need…
Random act of Kindness | Peachaus
Rather than offer customers a discount, Peachaus will be giving one person’s order to them completely for free. All orders placed between 25 November and 1 December are eligible.
“I believe that Black Friday has become a drug for consumers, which leads to overconsumption and devalues the product. It results in high returns which adds to the carbon footprint of a brand as well as unwanted purchases,” says Peachaus founder Gillian Ridley Whittle.
“Peachaus is about longevity. We are building a community of invested, loyal customers, who want to grow with us and be part of our mission to give back to people and planet.”
Up to 25% discount plus free gift | Lyonsleaf
100% Natural and water-free beauty brand LyonsLeaf are offering up to 25% off their products sets. Plus, you’ll get a free gift when you spend over £60.
Lyonsleaf’s mission is to provide a skincare product that is designed for the entire family and suitable for all skin types – especially super-sensitive skin. This philosophy, which they call The Republic of Natural Skincare, guides Lyonsleaf, crafting their blends with home-grown herbs, nourishing plant oils, organic beeswax, minerals, and… nothing else!
Psst: The free gift is 30ml Body Butter. Plus, further discounts are available if you sign up to their newsletter.
Discounts up to 60% off on select items until Cyber Monday | Arms of Andes
There are two sets of offers to look out for from Arms of Andes. From 29th November to 1st December, save up to 60% on select items. On 2nd and 3rd December, take up to an additional 20% off already discounted pieces.
Arms of Andes produce sustainable outdoor essentials crafted from high-performance Alpaca wool. Lightweight, thermal, and moisture-wicking, Arms of Andes garments are designed for comfort and durability on every adventure.
15% off everything and 20% off orders over £200 | Weirdstock
Shop from Weirdstock on Sunday 24th November and you will receive 15% off everything and 20% off any orders over £200. This small London-based homeware brand specialises in organic cotton bedding with bold retro-inspired prints. Each product is thoughtfully designed to be fun and inject joy into your home.
25% off in stock items | Gung Ho
Gung Ho are offering 25% off in stock items – art, kitchen and dining and cushions – from Friday 29th November to Sunday 1st December.
Gung Ho is a proud female-owned business that operates with a guiding principle: Good print. In a good home. For a good world. This London-based company is on a mission to help you infuse your homes with beautiful designs that reflect your passion and beliefs.
BOYCOTT | Pitod
“We believe in promoting sustainability, mindful shopping, and conscious consumerism, rather than encouraging impulsive purchases that harm the planet and exploit workers,” says founder Pedro Trajano.
“By rejecting the pressure to offer unsustainable discounts, we’re staying true to our values of quality, fairness, and environmental responsibility. Instead, we aim to inspire our community to make intentional, meaningful purchases that empower both people and the planet every day of the year—not just during sales events.”
Take Back Friday | Rapanui
Circular fashion brand Rapanui are encouraging their audience to send back worn-out clothing to be remade, and get store credit in return. They’re increasing the value of the credit you receive from £5 to £10, to use the day to promote rethinking how clothes are made, for a world without waste.
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