Haglöfs’ is going one spep further in its Green Friday initiative, which is intended to tackle the environmental and social dangers of excessive consumption. Haglöfs says its message is simple: “If you have to buy something on the most aggressively sales-focused day of the year, take a stand and buy second-hand.” In recent years, the company closed its physical and online stores on Black Friday, and last year it even increased prices on its products, with the profits going to non-profit environmental organizations. This year, the Swedish outdoor brand is taking the opportunity to promote the option of second-hand purchases as the most responsible choice for Black Friday on Nov. 27. The sale of new Haglöfs products will be restricted by the closure of the company’s web store and all Haglöfs brand stores. One exception will be its Stockholm brand store, where consumers will have the opportunity to try and buy the new Haglöfs Restored second-hand collection as part of a strictly limited teaser. The regular Haglöfs product line will not be sold in the store on that day. The Haglöfs Restored collection, which is developed in cooperation with The Renewal Workshop, a leading provider of circular solutions for apparel and textile brands, will also make its digital debut on the company’s Instagram site that day. Haglöfs Restored will be officially launched as part of a wider program of initiatives to extend the lifespan of Haglöfs products, to be offered to the consumer in 2021.

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