“These ethical and eco-conscious brands are taking a different path, answering Black Friday’s rallying cry for materialism with their own initiative, now known as Green Friday
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In response, these ethical and eco-conscious brands are taking a different path, answering Black Friday’s rallying cry for materialism with their own initiative, now known as Green Friday. Each designs and manufactures close to home, champions slow craft over speed, and gives back – whether that’s supporting survivors of human trafficking, regenerative farming or community art therapy. These are the independents proving that conscious commerce can be both beautiful and bold. After all, isn’t giving – in its purest sense – what Christmas is all about?
How To Shop Consciously This Season
Pause before you purchase
Ask: Do I truly love it? Will I use it often? If not, walk away. Conscious consumption starts with conscious consideration.Follow the makers
Support small, local brands that design and manufacture in the UK, use natural or deadstock materials, and pay fairly. Your pound has power.Buy less, choose better, give more
Invest in quality, support purpose-led businesses – and remember that generosity, not volume, is the truest spirit of the season.Kindred of Ireland
We are huge fans of the deep romance stitched into every Kindred of Ireland piece, which makes us yearn to waft and billow dramatically across rugged Irish landscapes. Even better, the brand donates ten per cent of every sale to Flourish, a Northern Irish charity helping survivors of human trafficking to rebuild their lives with dignity and hope – and not just for Green Friday, but all year round.
‘We’ve wanted Kindred to stand for something different: transparency, dignity, and respect for the hands behind every garment,’ says co-founder Amy Anderson. ‘Our partnership with Flourish NI is one small way we act on that, supporting survivors of human trafficking here in Ireland, and using our platform to raise the profile of this incredible work.’
Clary & Peg
We have been major fans of this London-based label since its founders Johanna Kociejowski and Edwina Gieve set it up back in 2012 with a mission to make clothes for pregnant women that would be both stylish and wearable well beyond the nine-month of pregnancy. Specialising in jumpsuits, dungarees and the kind of soft, easy-to-wear silhouettes that their own mothers wore in the 1970s and 80s, everything is made in London using deadstock fabric. This Green Friday (in fact every sale from 27 November to 2 December), the brand will be donating 10 per cent of their takings to Pause, a UK charity supporting women who have had, or are at risk of having, their children removed from their care. ‘It is a charity close to our hearts as Edwina's mother-in-law was a trustee,’ say its founders. ‘She passed away last year and was an inspiration and great supporter of the brand. She spent her life advocating for women's rights.’
HERD
Celebrated for its ethical craftsman-made, materials-first tweeds and knitwear, HERD is rooted in respect for the earth, its mission to go beyond sustainability to do active good. It stands to reason then that it should be marking Green Friday by giving ten per cent of sales from 27 November to 2 December to DIRT, a charity supporting farmers to rebuild soil health through regenerative agriculture. Founder Ruth Alice Rands sees it as a stand against the waste and exploitation baked into fast fashion: ‘The most powerful thing you can do this weekend is think before you buy.’ Amen to that.
Rowen & Wren
For interiors brand Rowen & Wren, craftsmanship and compassion go hand in hand. This Green Friday, the company will be donating to Artventure, a Surrey-based charity that offers adults with learning disabilities a creative space to express themselves through art. Beautifully made, quietly thoughtful, and deeply human, Rowen & Wren has long lead the way when it comes to imbuing the collections with purpose and meaning.
