The perfect excuse for unsustainable brands to sell more, make more and clear stock they irresponsibly purchased to drive the price lower.
We don’t believe in Black Friday (or any other sale that encourages hyper consumerism or irresponsible product choices that need to be cleared).
Instead, we have a simple, sustainable pricing policy that protects our customers and allows them to buy in confidence that the price they pay today, remains the same for everyone, every day of the year.
This policy is further enforced by our commitment to do business properly, the right way. The way that supports everyone involved, including our planet that we love to explore while riding our bikes.
Here’s why we don’t do Black Friday…
- Nature is our playground, and we all have a responsibility to protect it. Therefore, we use the most sustainable fabrics suitable for our products. We then produce these in ethical and sustainable factories we feel proud to partner with and finally ship our goods in eco-friendly packaging.
- Our products are developed to last. We engineer them with durability and long-term quality in mind and use fibres that not only perform but need less laundry that typical cyclewear, reducing power and water and prolonging the life of the garment.
- We order small batches rather than to unrealistic forecasts and sales targets. If we sell out, we order another small batch.
- We leave as little trace as possible. Where we can, our garments are made from natural fibres that are sustainable and biodegradable, leaving no trace in months rather than use cheap petrochemicals that take decades (potentially centuries) to degrade.
- We design garments based on performance, quality, durability, and sustainability rather than price. Our kit is therefore more expensive that some of the non-sustainable or greenwashing brands, however they don’t cost the earth.
We hope that by creating products and running our business the right way, we help educate and inspire gravel riders to consider their purchasing choices. Riding head to toe in plastic in the sale shouldn’t have a place in today’s dying world.
By making a stand against Black Friday, we hope we can encourage other businesses to do so too and put an end to over consumerism.
Stuart Brooke
CEO
