The House of Baukjen is pushing back against the “aggressive discounting” set to be triggered by this year’s Black Friday shopping event, with a pledge to donate all profits from its Baukjen and Isabella Oliver brands over the period (27 to 30 November) to charity.
Charities; Centrepoint, the Trussell Trust, Papyrus and the Princes Trust will each benefit from one day of sales from both the Baukjen and Isabella Oliver websites, running from Black Friday through to Cyber Monday.
The “boycotting of consumerism” felt particularly pertinent this year, when so many people were experiencing great hardship, the certified B Corp fashion business, which already donates at least 10% of its profits to charity a year, said.
“It’s been such a difficult year and as an ethical and sustainable brand we don’t feel its right to participate and encourage hyper consumerism,” House of Baukjen creative director and founder Baukjen de Swaan Arons said.
“We believe in buying less and buying better, which is why this year, we wanted to give back and really make a difference.
“We have partnered with charities that we feel really support our brand values and are key beneficiaries during these uncertain times,” he added.
Ged Flynn, chief executive of the national charity Papyrus, which seeks to prevent young suicide, said: “The support and generosity of the House of Baukjen will help us to continue giving hope to young people who are struggling with life.”
“Money raised will help to pay for potentially life-saving calls, texts and emails to our confidential ‘HopelineUK’ service, which offers support and advice to young people and anyone who is worried about a young person who may be having thoughts of suicide.”
At present suicide is the biggest killer of young people under the age of 35 in the UK. Every year more than 200 schoolchildren are lost to suicide.
With over 23,000 young people also at risk of homelessness this Christmas, House of Baukjen’s donation will also help Centrepoint provide vital services to those who need it most, the charity’s senior corporate development manager, Lucy Coleman added.