Ethical label Braintree Clothing will donate 50% of sales to charity on Black Friday in a campaign it is calling ‘Thoughtful Friday’.
The brand is offering 50% of all sales made through its website on November 27 to charities including Trees for Cities, Care International and a third, which will be selected from a shortlist by customers.
The campaign will be launched through Braintree’s social media channels and by email on the evening of November 26.
“Black Friday doesn’t really sit well with us as a brand but it’s impossible to ignore,” said Braintree’s founder John Snare. “This is our way of participating without compromising our values and a very good opportunity to share our platform and support some important causes who rarely benefit from mainstream promotions.”
Braintree Clothing, the 20-year-old ethical label which was founded in Australia and is now based in London, has 800 stockists in the UK and Europe. It offers sustainably sourced womenswear and menswear made of fabrics including organic cotton, hemp and bamboo.