The Green Friday: Shifting Towards Ethical Consumerism

Black Friday is built around a short period of intense promotion and purchasing. Green Friday offers a different way to approach the same moment: before buying, ask whether the purchase is necessary, how long the product is likely to be used and whether an existing item can be repaired, reused or replaced less often.

Buy less, but choose more carefully

The most useful principle is not to replace one shopping event with another. A lower-consumption approach starts by avoiding unnecessary purchases and favouring products that are durable, useful and likely to remain in use for longer.

Price still matters, but a discount alone does not make a purchase responsible. Material choice, construction, repairability, production conditions and expected lifetime can all be considered before buying.

Repair, reuse and second-hand can be part of the answer

Keeping products in use reduces the need for immediate replacement. Depending on the item, repairing, altering, reselling, donating or buying second-hand can extend useful life and reduce demand for new production.

Local and transparent production can improve visibility

Choosing local production does not automatically make a product low-impact, and transport is only one part of a product’s footprint. However, shorter and more transparent supply chains can make it easier to understand where and how a product was made and which standards were applied.

Green Friday is useful when the principle lasts beyond one day

The strongest alternative to impulse consumption is not another annual shopping campaign. It is a longer-term habit: buy fewer unnecessary products, choose quality when purchasing, care for what you own and keep useful items in circulation for as long as possible.

At ERVERTE Paris, this approach is reflected in a reduced collection, natural fibres, French production and timeless designs intended to be worn repeatedly rather than replaced with every trend.

Continue exploring: discover how to build a wardrobe around fewer, better and longer-lasting garments.