Hindmarch’s label announced it would donate all of its profits from sales over the high traffic sales weekend this holiday season to the environmental charity Voice For Nature.

“I get why people are doing [Black Friday,] and I’m not pointing fingers, but for us, we’re just not going to do it because it moves January sales into November,” Hindmarch told BoF. “Environmentally ... it feels wrong to be on an endless churn.”

Allbirds similarly announced a subversive approach to the sales weekend. The direct-to-consumer sneaker brand favoured among Silicon Valley’s tech crowd said in early November that instead of running a sale tied to Black Friday to drive holiday purchases, the company would increase prices by $1 with a company match of $1, the proceeds of which would benefit climate activist Greta Thunberg’s organisation Fridays For Future.

”With a little more consciousness around how we consume, we can all tread lighter on the planet. What better time to start living a more balanced life than on Black Friday?” the company said in a press release.

Other brands participating in the Black Friday “boycott” include UK-based Baukjen, Isabella Oliver and beauty brand Deciem. The stand against “hyper-consumerism,” as Deciem calls it, is even more pronounced in a year when the global Coronavirus pandemic has challenged retail, as fashion brands fight for every sale to stay afloat.