The fashion companies saying no to Back Friday

Haglöfs

It’s not the first time this outdoor brand decided not to join Back Friday. Today they have doubled their prices with the aim to make consumer think about who pays the price when something is cheaper than it should be. The extra cost of an item goes to Naturskyddsföreningen. Their global online store is today closed.

Filippa K

This brand makes it clear that the fashion industry is already one of the most polluting in the world and their brand is all about items that lasts over time. When the world goes Black Friday, they want to go slow.

Grandpa

It was clear from the start 17 years ago that a long-term perspective was essential and a part of their branding. To join Black Friday goes against it and they don’t want to encourage consumers to buy things they otherwise wouldn’t have bought.

Dedicated

Another year for this brand not joining Back Friday instead they’re focusing on something much more needed; trees. They encourage their consumers and followers to instead donate to their charity work.