Loskey Pledges to Give 10% of Sales to Charity Instead of Traditional Black Friday Discounts

SHOREDITCH, England - EntSun -- Loskey, the ethical and women-led clothing label today announced its second edition of Give Back Friday launching on 29th November 2019, where it will give 10% of sales of each Loskey t-shirt to #projecthrive, the sewing centre set up by Sonica Sarna in India. Loskey's core mission is the empowerment of women through fair trade, education, training and opportunity. Loskey crafts each one of its tees for both comfort and style, and ensures they are made to last, wear after wear. This year instead of Black Friday, Loskey will help raise money to provide fair and safe employment to at-risk women in Delhi.

Loskey believes in giving back, and living sustainably. The brand, founded by Lori Cunningham in 2017, stands for conscious shopping, and choosing products that will last you a lifetime.

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Loskey tees are designed and made to be the antithesis of 'fast fashion'. Loskey is taking a stand against the harmful consumerism of Black Friday, in line with its values of mindful consumerism and fair trade.

"Clothes should not be disposable," says Cunningham. "They should be high quality, timeless pieces that can be worn again and again."

With Black Friday fuelling the idea that a wardrobe needs to be constantly refreshed with cheaper, newer items, Loskey had the idea in 2018 to celebrate the makers instead - and gave 10% of all Christmas sales to its sewing partner, Sonica Sarna's #Projecthrive (http://www.sonicasarna.com/projecthrive/) in Delhi, India.

"Black Friday arrived shortly after I launched Loskey in 2018. It was clear that we couldn't participate in the deep discounting to drive sales because Loskey is all about conscious, not conspicuous, consumerism," says Lori Cunningham.  "So instead I reached out to Sonica and together we crafted the concept of Give Back Friday. Instead of the discount going to the consumer, it is re-invested in the wonderful women of #projecthrive by giving them meaningful, fair work and training."

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In 2018, the money raised by Loskey on Give Back Friday went to the women of #projecthrive to create pouches that were then gifted to customers with every online purchase. This year, the women will make scarves which will give them the opportunity for further employment and training.

The Loskey range of timeless, sustainable wardrobe essentials can be found on its website and selected stockists. For more information about Loskey and Give Back Friday, visit www.loskey.com

-ENDS-