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Canadian fashion brands resist the Black Friday mayhem

“It’s mass production and overconsumption.”

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Most companies are preparing for Black Friday by lowering prices, but some Canadian fashion brands have opted to mark shopping holidays in other ways instead.

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“Black Friday and Cyber ​​Monday are one of the largest pollutants in the world. Most of the products purchased during this period are usually discarded after a few uses,” said Toronto-based clothing. Mackenzie Yates, co-founder and chief brand officer of the company Kotn, says.

That “super-discount culture that leads to overproduction and overconsumption of goods” is the exact opposite of the company’s values, Yates says.

“We want to encourage people to shop consciously and for good reason,” says Yates. “With a brand that supports small locals and BIPOC-owned companies, skips plastic packaging, invests in items to wear for years, not because they are on sale, and contributes to the planet. I will shop. “

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Instead of lowering prices, Kotn was inspired by a “permanent community” in partnership with groups of artists such as Lilian Martinez in Los Angeles, Ryan Vicente Lee Grees in Cairo, Luis Mora in Toronto, and Julia Gr in Montreal. I created a limited edition design. It means to them. “

The company will donate 100% of all revenue from Black Friday to GivingTuesday, up to $ 250,000, to build a school in the countryside of Egypt, where most of the cotton for its designs comes from.

The school project is part of the company’s “continuous efforts” on the “literacy rate improvement initiative” called the ABC project, which has been around $ 500,000 to establish 10 schools in Egypt’s Nile Delta and Faiyum regions since 2017. Is spending.

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“It’s important for us to set an example and lead. It’s about turning the story over and instead empowering people to spend their money forever,” Yates began five years ago. It describes the initiative.

Instead of price cuts, Victoria-based sustainable clothing brand Ecologyst has partnered with multimedia artist and genetic chief Makwala Rande Cook to include unisex T-shirts and pullovers exclusively. I have created a collection of editions. — Wood carving auctioned. 20% of product sales, and the total auction, goes to Ma’amtagila First Nation.

The initiative also includes funding partnerships with Cook and the Sierra Club BC, which, according to the brand, support attorneys’ fees related to the protection of their territory.

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Ecologyst's Ecology Today hoodie.
Ecologyst’s Ecology Today hoodie. Photo by Ecologyst

Stephanie Sonya Ibbitson, owner and designer of Vancouver-based accessory brand Sonya Lee, says her brand, like all sales cycles and fashion calendars, will skip Black Friday altogether.

“We make all the pieces by hand and most of them are made to order. Therefore, we are not trying to sell out the purchased items. Therefore, most brands decide to participate in this kind of event. I did, “says Ibbitson. “In addition, our bags are not seasonal products, so we don’t have to unload them before the next season comes.”

Ibitson said he recognizes that “not all brands can give up their sales cycle” and that not all participants in Black Friday’s price cuts are the perpetrators of the fast fashion industry. I am.

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“They may need to run a small brand, make things ethically with a small business, and still make sure they don’t hold seasonal inventory,” says Ibitson. “Most of Black Friday’s sales aren’t.

“The sale season begins early each year. Stores and brands drop products on Black Friday to gain a larger customer base and buy products solely for the purpose of increasing sales in the fourth quarter. It’s mass production and overconsumption. “

Vancouver brand Sonya Lee Maya handbag.
Vancouver brand Sonya Lee Maya handbag. Photo by Sonya Lee

She says Ibitson uses ethically procured leather to make all the Sonyaly pieces by hand. She says the handbags come with a lifetime warranty, which further contributes to the inability to reduce prices.

“In order for our business to continue to grow, we need the full amount we charge,” says Ibitson. “Selling an item at a discounted price creates more work and less money for us.”

As the owner of a small, slow-moving line, Ibitson has combined industry pressure and consumer expectations to close deals, making it difficult for businesses to opt out of these types of price cut models. It states that it may be.

“Consumers expect things to sell faster and faster, so they encourage them to join smaller brands or face lower sales,” says Ibitson. “I think we will be squeezed on both sides.”

Aharris@postmedia.com

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Canadian fashion brands resist the Black Friday mayhem

Source link Canadian fashion brands resist the Black Friday mayhem

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