Allbirds takes a stand against Black Friday
Nov 28, 2019
While some brands are hoping to have a sales bonanza through massive markdowns this Black Friday, sustainable fashion brand Allbirds will be emptying the entirety of its flagship store to use the space for a series of creative workshops.
All shoes and socks will be removed from shelves at the Covent Garden store, which is the brand’s only site in the UK.
Allbirds, which uses sustainable materials such as Merino wool, eucalyptus and sugarcane to make its footwear collections, said this was a decision against discount-driven impulse buying and single-use purchases.
The empty store will be used to host a series of events that hope to spark curiosity and encourage fans of the brand to embrace “conscious consumerism”. Running in collaboration with local partners and creative trailblazers, the events will emphasise the brand’s all-natural promise.
These include a eucalyptus wreath and posie making workshop with florists Grace and Thorn, a pom-pom workshop using recycled wool with Wool and the Gang and a DIY pavlova bar with The Meringue Girls.
An acoustic gig will take place during lunch hours with neo-soul singers Iyamah and Sam Wills.
All events are free and no booking is required to attend.
Based in San Francisco, US, Allbirds introduced a self-imposed carbon tax in April to help it achieve 100% carbon neutrality. And in September, the brand close its stores and headquarters to allow employees to participate in the global climate strikes, highlighting its commitment towards driving positive change.
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