Black Friday is a Grey Area

Black Friday is inherently linked with overconsumption, and taking part in it often activates a ‘consumerism alarm’, yet fully neglecting it can only happen from a position of privilege. For many businesses, including responsible ones, Black Friday is still one of the most important days of the year. Reality is that young responsible brands also need to be profitable, and in order to be so, their items need to be sold.

For Nordgreen, Black Friday is a bit of a grey area, as it’s all about being as inclusive as we can, and as transparent as we can. For some people that long-awaited day indicates being able to get hold of something they’ve been longing to have. For others, that’s the brightest day of the year - that’s when we are able to offer them the most support through our charity missions.

In its very conception Nordgreen has always been envisioned as an actionable brand that offers much more than great watch designs. The very idea of its core has always been to cultivate mindfulness and action about the challenges facing our society, and that hasn't changed at any point - not even during the Black Friday period of colourful promotions.

At Nordgreen we believe that our timepieces tackle the notion of consumerism, as we craft and offer high-quality watches with ever-lasting customisable designs that resist the challenges of time and ever-changing fashion trends. That being said, there’s nothing wrong about wanting to own beautiful products, as long as it’s done in a mindful manner.

We see it as our responsibility as a brand to promote conscious purchasing, so on your way to checkout, please consider if you’ve chosen well, remember to select the charity mission that you’d like your watch to support, and make sure to take good care of your new Nordgreen so it can last as long as possible. Let this be the beginning of a brilliant relationship.