Haglöfs is challenging consumers not to buy anything new this Black Friday. The Swedish brand is launching its second-hand concept on Black Friday: Haglöfs Restored. Read the news!
Haglöfs continues to oppose excessive consumption due to excessive discounts during Black Friday with its Green Friday initiative. This year she uses this day to launch a new second-hand concept: Haglöfs Restored.
A few years ago, the Swedish brand Haglöfs started Green Friday. In doing so, the brand takes a stand against the ecological and social impact of excessive consumption. For example, the company closes its stores and web stores on the most infamous shopping day of the year. Last year, the brand even raised its prices while donating the profits to environmental charities.
This year Haglöfs is taking the opportunity to promote the second-hand option during Black Friday as the most responsible choice. That is why the store in Stockholm is the only one to remain open. On Green Friday, visitors to this Haglöfs Brand Store will have the opportunity to test and purchase the new second-hand collection, Haglöfs Restored. The regular Haglöfs collection will not be sold in the store that day. The Haglöfs Restored collection will also have its digital debut, on the Instagram page of the brand.
Haglöfs’ message is simple: if you would like to buy something on the most intense sales day of the year, take a stand and buy second-hand. Fredrik Ohlsson, CEO of Haglöfs explains the initiative: “Our new Haglöfs Restored collection is just as functional and beautiful as our regular collection, but has an environmental benefit. By restoring jackets, pants and other items that would otherwise be thrown away, we immediately save on waste, emissions and water during the production process. This is how we save high-quality materials from the landfill. ‘
For the Haglöfs Restored concept, the brand works together with The Renewal Workshop, a leading provider of circular solutions for clothing and textile brands. Products that still have life in them but would otherwise be lost are cleaned, repaired and restored to Haglöfs standards before being added to the Haglöfs Restored collection. Haglöfs Restored will be officially launched in autumn 2021 and is part of a broader program of initiatives aimed at extending the life of Haglöfs equipment.
Back and forth to Stockholm
It is of course not possible to go back and forth to Stockholm and it is not yet known what the prices will be for products in this collection, but it is commendable that Häglofs is committed to a better environment. And that is why the launch of the Restored concept is certainly worth this news.