We make our products from natural materials, using renewable energy, and everything we make is designed to be sent back when worn out – we make new products from the material we recover. And because factories in fashion are wasteful, we built a new type of factory where products are made in real time, in the seconds after they’re ordered. We only make what people need, when they need it. Black Friday doesn’t align naturally with those values. It’s also not in our values to just criticise, or do nothing – especially if we think things can be improved. We exist because of our belief in positive improvements, and that means building them ourselves if we have to. So instead of giving discounts away for free for a day, we’re going to plant a tree for every order for a week. Let’s call it Green Friday. From Tuesday til Tuesday, it’s buy one, get one tree.
Why we’re planting trees and not doing massive discounts?
Of the 1 billion items of clothing made each year, almost 40% of all production is never utilised. It means a dump truck of textiles waste goes straight to landfill, every second. And when you think about it, climate change is because of stuff like this. CO2 pollution occurs as part of the process of making things. Instead of making more things and hoping for change, we exist to change the way things are made.
Who’s Planting the Trees?
We wanted to learn a bit more about tree planting, so we’re getting started by partnering with Tree-Nation to get these seeds in the ground. It’s likely that the funds will be used as part of reforestation projects in Madagascar. You can find more about their work here.
So we will be dropping seeds, not standards, with this Black Friday reversal offer. Let’s see how many trees we can get planted, help us build a better world.