​Braintree Clothing rebrands Black Friday with ethical initiative

By

Barbara Santamaria

Published
Nov 19, 2015

The London-based sustainable brand Braintree Clothing is launching a new campaign the same day as Black Friday, to remind customers to be thoughtful on the biggest shopping day of the year.

On November 27, renamed by the brand as Thoughtful Friday, Braintree Clothing will donate 50% of its sales to charity. Two of the three recipients have already been selected for their passion for sustainability and the environment, and include Trees for Cities and Care International.

The third beneficiary will be drawn from a shortlist nominated by Braintree customers.

John Snare, Braintree’s founder said: “Black Friday doesn’t really sit well with us as a brand but it’s impossible to ignore. This is our way of participating without compromising our values and a very good opportunity to share our platform and support some important causes who rarely benefit from mainstream promotions.”

Braintree Clothing, born in Australia in 1995 and now headquartered in London, retails conscientiously designed clothing for women and men made of only sustainable textiles. Its range of classic garments, contemporary styles and accessories is made from impeccably soft fabrics, including organic cotton, hemp and bamboo.