Celebrate Give Back Friday with Loskey
Loskey Pledges to Give 10% of Sales to Charity Instead of Traditional Black Friday Discounts
Loskey, the ethical and women-led clothing label just announced its second edition of Give Back Friday launching on 29th November 2019, where it will give 10% of sales of each Loskey t-shirt to #Projecthrive, the sewing centre set up by Sonica Sarna in India.
The core mission of Loskey is the empowerment of women through fair trade, education, training and opportunity. Loskey crafts each one of its tees for both comfort and style, and ensures they are made to last, wear after wear. This year instead of Black Friday, Loskey will help raise money to provide fair and safe employment to at-risk women in Delhi.
Every year, the retail industry celebrates the infamous ‘Black Friday’, the first official shopping day of the Christmas season. Brands will be offering all types of discounts, but Loskey will not be joining them. Loskey believes in giving back, and living sustainably. The brand, founded by Lori Cunningham in 2017, stands for conscious shopping, and choosing products that will last you a lifetime.
Loskey is fully committed to sustainability: from the fabrics to its tags, made from sustainable paper using elephant and rhino dung, and its letterbox packaging made from 100% recycled cardboard. Loksey tees are designed and made to be the antithesis of ‘fast fashion'. From the empowerment of women through fairtrade to eco-conscious production and distribution, Loskey is taking a stand against the harmful consumerism of Black Friday, in line with its values of mindful consumerism and fair trade.
“Clothes should not be disposable,” says Cunningham. “They should be high quality, timeless pieces that can be worn again and again.”
With Black Friday fuelling the idea that a wardrobe needs to be constantly refreshed with cheaper, newer items, Loskey had the idea in 2018 to celebrate the makers instead - and gave 10% of all Christmas sales to its sewing partner, Sonica Sarna’s #Projecthrive in Delhi, India.
With a new collection of fully sustainable and GOTS certified organic t-shirts from Breton stripes to eco friendly wardrobe essentials like the perfect white tee, Loskey is upping the scale of its Give Back Friday after a successful 2019.
“Black Friday arrived shortly after I launched Loskey in 2018. It was clear that we couldn’t participate in the deep discounting to drive sales because Loskey is all about conscious, not conspicuous, consumerism,” says Lori Cunningham. “So instead I reached out Sonica and together we crafted the concept of Give Back Friday. Instead of the discount going to the consumer, it is re-invested in the wonderful women of #projecthrive by giving them meaningful, fair work and training.”
In 2018, the money raised by Loskey on Give Back Friday went to the women of #projecthrive to create pouches that were then gifted to customers with every online purchase. This year, the women will make scarves which will give them the opportunity for further employment and training.
The Loskey range of exclusively timeless, sustainable basics empowering women can be found on its website and selected stockists. For more information about Loskey, Give Back Friday on 29th November 2019, or to shop the capsule collection, visit www.loskey.com
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