BLACK SMALL FRIDAY
Did you know that Black Friday is one of the most consumer driven days, turning us into a ‘consumption culture’ for 96 hours (Black Friday to Cyber Monday) of the year with 7.4 billion items bought in one day (CNN). Here at E.L.V. DENIM we are boycotting this #BlackFriday with no discounts and shining a light on some of our favourite small businesses instead, who we believe, if you are going to spend, deserve your pennies! It’s been a tough year for ALL businesses, and especially small businesses, and with the struggle not being over, even purchasing gift vouchers for the gifting season will allow these businesses to survive (we do a little dance of happiness with every purchase!). We ask to some of our #ELVFamily as to why they don't believe in Black Friday, and if you are going to spend, we offer you some sustainable and conscious options.
“Black Friday represents a sore spot in an industry that runs on overproduction. When we buy into the seemingly good deals, we send a message to brands that it’s okay for them to thoughtlessly produce at the cost of people and the planet, because we’ll help them get rid of their stockpiles as long as they are steeply discounted.”
- FASHION REVOLUTION
CO-FOUNDER + CEO AT REVE-EV-VERT.COM
"As CEO of a sustainable retailer, the question of Black Friday has always come up in our marketing but has never felt appropriate to utilise when it comes to conscious commerce. Items that have been produced ethically have price tags that are reflective of the skill and consideration that went into them and we always want to honour that, which isn't possible to do with heavy discounting.
This year, it feels more inappropriate than ever to try and bombard consumers with flashing sales when I think the importance should be upon the facts that our loved ones are hopefully safe and well, that we have a health system with workers who are giving everything to protect us, and that we have a collective earth that needs our help desperately. I would place love, gratitude and truly considered shopping that benefits independent and conscious designers over a massive discount sale any day of the week and Rêve En Vert will be supporting this decision as a company as well. "
Cora wears the LIGHT / DARK BLUE CONTRAST STRAIGHT LEG JEAN
CORA'S SMALL BUSINESSES LOVES
FIN + EARTH
Zero waste and sustainable lifestyle, grocery and coffee shop.
Re-fillable wine. Need we say more?
Beautiful bunches, for affordable prices.
MODEL, JOURNALIST + ACTIVIST
"I’ll be avoiding Black Friday because when you bag a ‘bargain’, what the shiny marketing doesn’t tell you, is that by cheapening a product’s value, you’re simultaneously cheapening a human life (most probably a vulnerable, disadvantaged adult’s or an underaged child’s life.) On top of this you’re also cheapening nature’s resources so it’s just a no brainer really. We forget that everything we own is touched by nature and the human hand, so we must celebrate, respect and honour this."
Charlie wears the BEIGE MATCH CORDUROY BOYFRIEND JEANS
CHARLIE'S SMALL BUSINESS LOVES
Independant Silk Print Artist
Brilliantly Bespoke Embroidery
JIKONI NO BORDERS KITCHEN
Vegan + Vegeterian Meal Delivery
SUSTAINABLE GIFT IDEAS