Black Friday with Intention

It’s that time of year again - Black Friday.

To be honest, I’ve had a negative perception of Black Friday ever since I saw Everlane’s Black Friday Fund campaign in 2014. It was a refreshing campaign that encouraged consumers to do good instead of consuming things you don’t need.

However, as I’ve stayed true to my goal of shopping only ethically made products this year and frankly, having a smaller budget, I realized that Black Friday discounts allows me to buy the ethically produced items I’ve been wanting for a while (for example, my white sneakers broke a couple months ago, so I am in the market for new white sneakers).

It’s easy to get lost in the sea of discount e-mails, long line ups and be in the middle of the shopping mayhem. Instead of over consuming, purchasing items I don’t need, I do thorough research and evaluate every item long and hard before pressing the “Buy Now” button.

I’ve round up a couple of my favourite ethical brands that rarely have sales and/or is having their lowest prices of the year.

Mejuri - Ethically produced fine jewellery without traditional mark ups.

They’re having their only sale of the year - 10% off 1 item, 15% off 2, 20% off 3+.

Girlfriend - activewear made from recycled plastic bottles and fishing nets.

No Black Friday announcement yet, but they’ve hinted at Cyber Week deals.

Photo via Girlfriend

Photo via Girlfriend

ZUZII - Ethically made footwear made in USA using sustainably sourced raw materials. They have very high standards for raw materials sourcing - from producing sneaker soles and shoe laces using 100% solar energy, to using only vegetable tanned leather that does not contain toxic substances harmful to humans and the environment.

Up to 25% off site wide.

Photo via ZUZII

Photo via ZUZII

Harly Jae - Vancouver based clothing brand that incorporates the slow fashion framework in the design, production, and packaging aspects of her clothing.

20% off site wide with the code intentionalfriday.

Wearing the  Cardin Top  and Pants

Wearing the Cardin Top and Pants

vitruvi - Vancouver based aromatherapy company that sources premium, certified organic essential oils without traditional mark ups.

All their products, excluding the new carrier oils, will be 30% off. This is their only and biggest sale of the year!*

White Stone Diffuser and the Essential Oil Blends

White Stone Diffuser and the Essential Oil Blends

Alice + Whittles - Toronto-based rain boot company where they value transparency, ethical manufacturing practices and worker empowerment as a means of creating long-lasting, positive change. The boots are made from natural rubber in Sri Lanka, and harvested in an environmentally responsible, socially beneficial, and economically viable way.

Up to 45% off site wide.

Photo via Alice + Whittles

Photo via Alice + Whittles

United by Blue - Outdoor brand that carries unisex clothing, outdoor supplies, and decor. For every product sold, United by Blue removes one pound of trash from our world’s oceans and waterways.

25% off everything and they are having their 3rd annual Blue Friday, a nationwide DIY cleanup initiative, where they encourage everyone anywhere to spend one hour cleaning up trash at a local park.

Photo via United by Blue

Photo via United by Blue

Of course, there are also great brands who are not participating in Black Friday sales, but encouraging consumers to do good, and support those in need with their dollars instead.

kotn - Toronto-based basics clothing company that sells high-quality, well-designed, and ethically-sourced essentials made from authentic Egyptian cotton. Their mission is to revitalize a struggling industry that’s frought with the unethical treatment of workers by creating a stronger and more cooperative method for economic and social development.

Every dollar spent in-store and on from Friday to Monday will be donated to rebuild and fund the operations of two decommissioned schools in the towns of El Lebeidy and Al Mashhour (up to $80,000).

Photo via kotn

Photo via kotn

Whether you are shopping on Black Friday because you’ve been waiting all year to be able to afford an ethical purchase, or opting out this year because you have what you need, I hope that this has inspired you to make your Black Friday experience more of an intentional one.

With love,


*In the spirit of full transparency, I am not sponsored by these brands. The only brand I partnered with was vitruvi, where I receive a small commission for every purchase made through my link.