Christopher Raeburn has shut its website and pop-up store for Black Friday, to promote the sustainable approach of “buying less but better”.
Speaking to Drapers, founder and creative director Christopher Raeburn said: “We’ve always done something for the community or for charity previously, but we wanted to do something more radical this year as Black Friday really is getting out of control.
”We’ve been operating in a responsible way from the very beginning. Everything we do as a business is underpinned by the four ’R’s: remade, reduced, recycled and Raeburn. We also offer free repairs for our garments to encourage our customers to keep their clothes for as long as possible. We host a variety of workshops and making days to engage with the local community.”
Using the #BuyNothingDay, the British fashion brand explained the decision on its Instagram: “We simply cannot continue to consume the way we do. We need to start making better choices; buying less but better.
“We’re therefore encouraging you to think twice before you make a purchase today. Even small steps will help and it’s important we all work together.”
In 2017 the brand ran a Snow Leopard Workshop over Black Friday weekend “as a protest against mass-consumerism and the shopping chaos that Black Friday has become”. Attendees worked with Raeburn to make snow leopards from off-cut fabrics and all proceeds were donated to the Snow Leopard Foundation.
The brand’s pop-up store opened earlier this month in Coal Drops Yard, the new shopping destination at Kings Cross.