Haglöfs’ Green Friday initiative has become known for its commitment to tackle the environmental and social dangers of excessive consumption. In recent years, the company closed stores and webstores on Black Friday, and last year even increased prices, with profits going to non-profit environmental organizations. This year is no different: The Swedish outdoor brand is taking the opportunity to promote the option of second-hand purchases as the most responsible choice this Black Friday. The sale of new Haglöfs products will be restricted by the closure of the company’s webstore and all Haglöfs brand stores. One exception is the 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 realized 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 in the fall/winter 21 season and is part of a wider program of initiatives to extend the lifespan of Haglöfs equipment, to be presented to the consumer in 2021.