ARMEDANGELS Black Friday experiment exposes the truth: saving money is more important than saving the future

Every year Black Friday calls more bargain hunters to the scene. At the same time, the call for sustainability and less consumption is becoming louder than ever. ARMEDANGELS does the experiment. The brand really wants to learn more about their consumer, “are they good or greedy”? For the first time, the brand has given their buyers the choice of either purchasing their eco and fair garments for a 30% discount or purchase them at the full price, and instead ARMEDANGELS invests in the future by protecting parts of the Ecuadorian rainforest.

The devastating result 80% of consumers chose a discount instead of saving the future.

This year’s Black Friday sales have been the biggest success in this sustainable fashion brand’s history. It very much shows that consumers are drawn to impactful fashion and are willing to support ARMEDANGELS’ mission of fair & sustainable practices. But when it comes to saving money, doing good quickly loses its priority.

“Consumers increasingly attach the importance of sustainability when shopping. We wanted to put that to the test. We wanted to find out what consumers choose when they are presented with a choice. In all honesty, the consumer has already done that by choosing Fair Fashion over Fast Fashion. However, when it comes to people’s wallets – saving the planet is secondary! That is a clear message to us, indicating it is our job as an industry to stop consumer mania. We triggered a discussion and that is exactly what we wanted. It is the company’s main mission to use business as a force for good and to drive change.”, Martin Höfeler, CEO and founder of ARMEDANGELS.

However, this makes sustainable fashion pioneer ARMEDANGELS, even more, driven and creative about how to make a positive difference within the industry. Not only during Black Friday, but at all times.

When we act together, we can make an impact!