In a bold move that challenges the consumer frenzy associated with Black Friday, Zurich-based bag manufacturer FREITAG is shutting down its online store and checkouts at all its physical locations on Black Friday. Instead of contributing to the day of “absurd, excessive consumption,” the company is offering customers the option to borrow a bag for free from any FREITAG store.
FREITAG has long been an advocate for sustainable economic practices and the company’s decision to close its stores for 24 hours, from Zurich to Milan and Tokyo, sends a clear message: it’s time to say “yes” to a sustainable economy and “no” to mass consumption.
The company’s co-founders, Markus and Daniel Freitag, stated, “The day of overblown discounts simply isn’t compatible with FREITAG’s aim to make more conscious and careful use of resources. That’s why we prefer to do something completely at odds with all the hullabaloo: on Black Friday we’ll be closing our online store and, for the first time, not even selling bags at our brick-and-mortar stores from Zurich to Milan and Tokyo for 24 hours.”
DON’T BUY. JUST BORROW.
In a unique twist, FREITAG is transforming its stores into temporary lending outlets for the day. Between 1 and 6 p.m. on Black Friday, anyone in need of a bag can borrow one for free for a two-week period. This initiative aligns with the company’s long-standing philosophy of promoting durable, resource-saving products and circular forms of consumption. It encourages the public to consider borrowing instead of buying and using instead of owning.
FREITAG’s initiative is part of a larger movement. The company has joined forces with other like-minded brands to amplify the message of conscious consumption. While the names of these brands have not been disclosed, the collective aim is clear: to challenge the norms of consumer behaviour, particularly on a day that epitomizes excess.
This isn’t the first time FREITAG has taken a stand against Black Friday. The company has a 30-year history of thinking and acting in cycles, making it a pioneer in the field of sustainable business practices. Their bags are well-known for being made from recycled materials, including used truck tarpaulins, discarded bicycle inner tubes, and car seat belts. This commitment to sustainability is not just a marketing gimmick but a core part of the company’s mission.
By closing its stores on Black Friday, FREITAG is making a statement that reverberates beyond the realm of retail. It’s a call to action for consumers to rethink their shopping habits and for businesses to reconsider their sales strategies.