Company warns Black Friday “has hidden consequences, both for the environment and for the consumer”.
A leading workwear brand that specialises in sustainable products is boycotting Black Friday.
While many companies will be looking to cash-in on the sales frenzy ahead of November 29, Fristads is urging its customers to think differently.
And the Swedish-workwear brand, which is widely available in the UK, will also not be offering ANY sales or discounts.
Explaining the boycott, Lena Bay Højland, Product Director at Fristads said: “Fristads is staying true to its beliefs and not taking part in Black Friday. It has become a symbol of mass consumption, with deals that often encourage impulsive purchases and throwaway culture.
“At Fristads, we believe the real deal is investing in products that are built to last—clothing that’s both durable and sustainable, and can withstand the test of time, without the need for constant replacement.”
Fristads has been at the forefront of sustainable workwear for years, offering a wide range of eco-conscious clothing that balances high performance, comfort, and reduced environmental impact.
The brand’s commitment to sustainability extends from the materials used in production to the innovative design of its garments and offering a repair service so they can carry on being loved without being replaced.
The company believes that the growing trend of “buy more, waste more” needs to be redefined.
Ms Højland continued; “Throwaway culture not only contributes to environmental deterioration but also perpetuates the cycle of overproduction and waste. When we choose sustainable, long-lasting workwear, we make a choice that benefits both the planet and the people who rely on these garments for their daily work.
“We want people to understand that workwear is an investment. Durable, sustainable clothing doesn’t just support workers on the job—it supports a sustainable future for everyone.”
David Snelling, Managing Director UK & Ireland for Fristads adds “Black Friday has hidden consequences, both for the environment and for the consumer. Increased demand in freight / logistics to deliver impulsive shopping creates a spike in terms of emissions through production and freight and they have a real impact. But what few realise is the spike in additional cost through surcharges in freight and import duties.”
