Black Friday hysteria is back! The discounts are trying to lure you into buying things you probably do not need. As you know, we’re not fans of sales. This year, again, we will not be participating in the Black Friday discount madness. Instead, we celebrate Give Back Friday and will donate 20% of our Black Friday revenue to support the fashion activists of the Dutch Sustainable Fashion Circle. But who are they, and why do we support their mission?

What is the Dutch Sustainable Fashion Circle?

The Dutch Sustainable Fashion Circle is a group of Dutch sustainable fashion activists who fight independently for a fair and more sustainable fashion industry. With different backgrounds (think human rights, communication and climate), they work on important themes, such as greenwashing, transparency and better working conditions. You may know them from the anti-greenwashing cases against Primark and Zalando or the Greenwashing Reporting Tool that they launched.

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Giving back to Dutch fashion activists

During Black Friday, we will donate 20% of our revenue to the Dutch Sustainable Fashion Circle heroes: Claudia Angeli (system change consultant and sustainable fashion activist), Kiki Boreel (model, climate activist and sustainable fashion expert), Rachel Castillo (business & human rights consultant), Sara Dubbeldam (fashion journalist and sustainable fashion influencer) & Rashi Agarwal Favier (social media expert and content creator).

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Why we need activists

Activists are always at the forefront of changing the world we live in. They are the ones who try to shift the society’s consensus. We need activists to help push governments and industries to change for the better. Activism is not a paid job. It’s a passion that you pursue in the extra hours you have. We think all the work they put in deserves our support. Also, because our missions align. We want to transform the fashion industry towards a more humane and climate-conscious one.

"Activism is not a paid job. It’s a passion that you pursue in the extra hours you have. "

Support Dutch Sustainable Fashion Circle

20% of our Black Friday revenue will be donated to the Dutch Sustainable Fashion Circle. So if you were eyeing that one Kuyichi item, now is the perfect time to make a purchase and double your impact. If you’re not in need of any new items, you can also support them by becoming a Hero Circle member. With support and donations, the Circle can free up hours for campaigns, lobbying and education. Think of an anti-greenwashing case or a national public awareness campaign. Your support helps, no matter which way you choose.

Learn more about Hero Circle