Move Over Black Friday: FEL Joins the Green Friday Movement

Globally in-boxes are being inundated with Black Friday deals as retailers make a heavy-handed push for sales. The Black Friday concept began in the United States in the 1980’s and has filtered over to the UK throughout the last decade. The idea is that Black Friday bargains are available for one-day or a limited time period, creating a consumer frenzy and spike in sales. This business model of discounting and overconsumption runs parallel to the mass production of products, particularly fashion, throughout the 80’s and 90’s. However, is this ethically right in today’s more mindful climate?

There is no denying that the world of retail has taken a severe battering with plenty of long-established and once successful brands shutting up shop. Rewind 20 years and TopShop was a London Fashion Week NEWGEN sponsor and collaborating with the likes of Kate Moss. The COVID pandemic and economic downturn saw off high street chains and independents alike, and added mounting pressure to those that remain. It’s no wonder retailers and brands across the board are jumping on the back of Black Friday to push out pre-Christmas offers and gain sales.

Retail, let’s face it, is all about sales, however in 2024 we are experiencing a very different landscape in terms of ethics and sustainability. Brands and retailers are becoming more transparent about their business operations and products, and consumers more selective about their shopping habits. A Black Friday backlash has been consistently growing over the past 10-years with brands and designers honing in on buying quality, ethical products from independent sources. 

In 2015 Green Friday began, held on the same day as Black Friday (this year 29th November) Green Friday encourages a move away from hard-core consumerism and a focus on better purchasing decisions, buying less and buying well, and supporting small or local brands. It’s a direction that Fashion-Enter Ltd (FEL) feels is necessary. 

(The FEL team work with the United Repair Centre within FEL’s London HQ)

FEL Founder and CEO Jenny Holloway said: “There was once a time when I was stating that FEL was making 30,000 garments a week, however this is no longer case. In this world of sustainability we have a duty of care to keep things lean, to keep things efficient, and to reduce waste and carbon footprint. 

“We have since pivoted the business with a focus on repair, repurpose and small made-to-order production, and this has been noticed by industry with our Drapers Sustainable Fashion Champion award received earlier this year. Green Friday aligns with our ethics and includes proactive practices such as upcycling secondhand goods and buying from local retailers.”

(Drapers Sustainable Fashion Champion 2024)

Being sustainable with the need for making sales isn’t easy, however more designers and brands are choosing not to participate in Black Friday sales reaffirming their values and dedication to slow quality products.

Another annual awareness event, Small Business Saturday, champions shopping from local independents to support small businesses and boost the UK economy. Taking place 7th December Small Business Saturday has been running for over a decade and provides a proactive way to shop in the run up to Christmas.

Tips on eco-responsible shopping:

• Shop local and independent

• Visit and buy in store rather than online – lower transportation costs

• Choose durable, eco-friendly products that can be reusable and easily repaired

• Buy pre-loved

• Visit an upcycling class and make unique items

• Bring your own bag and say no to unnecessary packaging

(FC Designer Collective shop in Islington)

Do you live in Islington? The come along to our shop: FC Designer Collective, 113 – 115 Fonthill Road, London N4. Where we sell affordable products by local designers and hold monthly repair and upcycling drop in workshops.