According to Netcomm, the Italian Digital Commerce Consortium, Italians will spend over €2 billion online between Black Friday and Cyber Monday—9% more than last year. While it’s a major commercial opportunity, it’s essential to consider the environmental risks associated with such events. We’ve gathered four brands that are taking a stand against the Black Friday frenzy. Among them is Freitag, which is hosting a swap party today at its Milan store on Viale Pasubio. Other organizations, like zeroCO2, are promoting initiatives such as the Zero Friday Manifesto, aiming to create an ecosystem of virtuous companies committed to using their communication platforms to encourage consumers to reflect on the impact of their choices. Yet, most of us will likely be busy hunting for the best deals. Let’s see what Freitag, Davines, Ecoalf, and Patagonia are doing to break the cycle.
Freitag’s Swap Party
FREITAG says no to Black Friday and yes to circular consumption. Today, November 29, all 30 of the brand’s stores—from Zurich to Tokyo—will close their online and offline sales operations, transforming into swap spaces. At 20 of these locations, customers can exchange used FREITAG bags, giving them a second life and promoting a sustainable alternative to excessive shopping. This initiative is part of the brand’s S.W.A.P. philosophy (Shopping Without Any Payment), which highlights FREITAG’s commitment to fostering a more responsible and shared economy: swap instead of shop, give instead of waste.
Patagonia’s Perpetual Black Friday
«Getting a deal is nice, but the chaos of Black Friday isn’t for us. That’s why we’ve thought of something different: you keep buying the high-quality items you need year-round, and we use the profits to save the planet». This is Patagonia’s stance on Black Friday, as shared on their official website. The American brand’s mission, centered on sustainability, reuse, and giving back, is well-known. Over six months ago, Patagonia produced a short film about the Age of Cheap Crap, a stark reminder of the issues stemming from our consumption habits.
Davines’ Green Friday
Italian beauty brand Davines, known for its professional cosmetics, is taking a bold step by donating 100% of today’s online sales (November 29) to support soil and forest regeneration projects in Ethiopia. This initiative demonstrates how even the beauty industry can leverage Black Friday to drive positive change.
Ecoalf’s Environmental Message
Each year, more than 39,000 tons of discarded clothing are illegally dumped in the Atacama Desert. Once renowned for its pristine beauty, the desert is now an open landfill for rejected garments. Many well-known brands contribute to this waste with cheap, low-quality clothing made from synthetic blends that are impossible to recycle, leaving them to pollute the desert for centuries. To raise awareness this Black Friday, filmmaker Stella Banderas and Ecoalf’s founder and president, Javier Goyeneche, visited the Atacama Desert to document the devastating impact of fast fashion on the environment. Ecoalf emphasizes that everyone has the power to say “no” to overconsumption by choosing to buy high-quality, responsible garments. “We cannot continue consuming the way we do today,” says the brand, aiming to make Black Friday more than a day of discounts—a chance to rethink our consumption habits.
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