This year the forward thinking and eco-coscious Swedish outdoor brand Haglöfs have take a characteristically envelop pushing and responsible approach to Black Friday. As with previous years rather than focussing on profits they’ve decided to focus on sustainabilty and their Green Friday initiative has become well-known for taking a stand against the environmental and social perils of excessive consumption. Previous campaigns saw the award winning company closing their shops and webstores on the most notorious shopping day of the year, and last year even increased their prices, while giving the profits to environmental charities. This year is no different with Haglöfs taking the opportunity to promote the option of second hand as the most responsible choice this Black Friday. The sale of new products will be restricted by closing down its webstore and all of the Haglöfs brand stores apart from the Stockholm store.
So on Green Friday this year, visitors to the Haglöfs brand store in Stockholm will get a chance to try out and purchase the new second hand collection ‘Haglöfs Restored’ whilst the regular Haglöfs product line will not be sold in the store on that day. Though don’t worry if you’re nowhere near the Swedish capital as the Haglöfs Restored collection will also get its digital debut on the company’s instagram page here.
Officially launching in AW21, for Haglöfs Restored they brand has partnered up with The Renewal Workshop, a leading provider of circular solutions for apparel and textile brands. Products which still have life in them but would otherwise go to waste are cleaned, repaired, reproofed and restored to Haglöfs standards, before being added to the Haglöfs Restored collection.
Haglöfs’ message is simple: if you have to buy something on the most aggressively sales-focused day of the year, take a stand and buy second-hand.