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Vagabond Shoemakers initiates alternative Black Friday message

For the third year in a row, the Swedish fashion shoe brand is working towards an alternative message during the most shopping-intensive weekend of the year.

The main message is “only buy what you really love” to inspire reflection to avoid overconsumption. “Certainly, we should be mindful of what we buy at all times, but this is extra relevant during Black Friday,” says Anna Fahle Björcke, Head of Communications.

To support this, there is no Black Friday discount this weekend, instead, 10% of the revenue over the weekend goes to an appointed project. “We want to take the opportunity to highlight conscious consumption and highlight another way to use the attention of the Black Friday phenomenon,” says Anna Fahle Björcke. “The response has been fantastic from all our markets, which we are very happy about and we hope for the same this year”.

Vagabond work with three different main areas in their charity work and Black Friday falls under the category Young & Exposed. In 2017, UNICEF and the right to schooling received the funds, last year it was We Effect and the support for young women’s independence. For 2019 Vagabond collaborate with Humanium Metal by IM, who are distributing metal from destructed firearms, making it available for commercial production. The funds are then used to increase security for people living in high-level violence areas. “Humanium Metal by IM is truly unique, and we want to help set focus on their efforts to make consumers, business and authorities meet to find solutions for one of the world’s greatest problems”, Anna Fahle Björcke says.

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