On a mission to do better

Last year we extended our version of Black Friday, Plant Friday, to the whole weekend. It only seems fitting since Black Friday has escalated into weeks of pre- and post-offers, making us dedicated to do even more.

For our Plant Friday campaign, we work with the non-profit organization One Tree Planted. The idea behind it is simple: for every order placed on the website between 28/11 – 1/12 we donate a tree.

So, why do we do it?

We simply don’t believe in the concept of urging and encouraging shopping due to a specific day; it doesn’t align with our brand or our core values. We are on a constant mission to do better, and we’re always looking for ways to give back to nature. Since we started our collaboration with One Tree Planted, we’ve donated over 24,000 fruit trees to local farmers in India.

Calling on all uncaped heroes

This is a perfect time to go against the stream, to prove that shopping can be done differently and with intention. We don’t want to urge you to shop but rather remind you to shop mindfully and only if you really need to or find something that you love. And if that’s the case, we encourage you to shop from us where you’ll get something for yourself and give something back to nature. Additionally, all our clothes are made of low-impact materials - low-impact compared to conventional fibers, in terms of environmental footprint and resource use. In our case, that means natural fibers, certified organic fibers, or recycled fibers, which makes them a better option. And choosing better options makes you an uncaped hero.

Why trees matter

The benefits of healthy forests are many. Their value for biodiversity, social impact, and the stability of the global climate are well documented. A fully grown tree captures around 21 kilos of carbon dioxide yearly. And this is extremely important in the battle against climate change.

Our planting projects are located in India, where about 275 million people depend directly on forest resources. The trees will help small and marginalized farmers increase their families' nutrition and income. Three years after planting – each fruit tree will generate an additional revenue of US$10 per tree per year. The trees will also fight pollution, conserve water, and prevent soil erosion.