Sustainable fashion brand Public Fibre selling rubbish this Black Friday

Premium and sustainable fashion brand, Public Fibre, have launched 'Buy More Rubbish', an e-commerce fundraising campaign to stand against overconsumption on Black Friday.

The London-based fashion and lifestyle brand will be using their platform to “sell” the top 10 ocean polluters, including plastic bottles, cutlery and face masks.

The project aims to raise awareness of the effects of overconsumption on our oceans and contribute proceeds to The Ocean Cleanup, a non-profit organisation developing advanced technologies to rid the oceans of plastic.

The project also serves as a call to action for consumers, shining a light on the ongoing issue of overconsumption and the unnecessary contributions of plastic and non-recyclable waste created by product packaging on days such as Black Friday and Cyber Monday.

Buy More Rubbish uses the platform to raise funds and awareness for The Ocean Cleanup. The sustainable premium retailer will be “selling” the most commonly discarded items found in our oceans, including food wrappers, plastic bottles, plastic bags, plastic cutlery, straws, glass bottles, aluminium cans, 4 pack plastic rings, tyres and 2020's new necessity, the face mask.

Public Fibre is to run 'Buy More Rubbish' from Black Friday till Cyber Monday, contributing all proceeds from rubbish sales to The Ocean Cleanup.

Public Fibre joins other sustainable fashion company's offering sustainable alternatives to Black Friday, with premium lifestyle brand Joules continuing its charity partnership with the Woodland Trust, as it plans to plant trees on behalf of customers who shop with the brand this Black Friday.

Sustainable accessories and footwear brand Allbirds is flipping tradition and is calling for consumers to "Break tradition, not the planet". Instead of slashing prices, the brand will be raising them.