How to approach Black Friday as an eco-responsible brand?
Originating in the United States, Black Friday was organized for the first time in France in 2010. This year Black Friday will take place on Friday November 24, 2023 , although the offers often extend over the entire second half of November.
Over the years, the event has grown in popularity and has continued to grow in size. The notoriety is such that it is almost inevitable to participate...
Over the years, the event has grown in popularity and has continued to grow in size. The notoriety is such that it is almost inevitable to participate...
Faced with this event, there are committed brands like Apnée , which produces elegant and eco-responsible swimsuits . Designed in France and made in Portugal, we strive to offer clothing of impeccable quality at a fair price . Ocean lovers and eco-conscious, the brand was built around a strong concept:
“Turning waste into a resource”.
At Apnée , we believe in more sustainable and environmentally friendly fashion .
At Apnée , we believe in more sustainable and environmentally friendly fashion .
How can a committed brand like Apnée reconcile the expectations of its customers and its environmental ethics during this commercial event?
The impact of Black Friday on the environment
Mass consumption
One of the major characteristics of mass consumption in the textile industry is the acceleration of the life cycle of clothing. Ephemeral trends often dictate rapid obsolescence of products , encouraging consumers to frequently renew their wardrobe: this is fast fashion .
This frantic race for novelty fuels intensive production, leading to excessive use of natural resources and accumulation of waste .
Attracted by decreasing prices, customers rush to these exceptional promotions, without really thinking about their needs.
Black Friday is thus the very illustration of overconsumption, and therefore overproduction .
Ecological repercussions
Just behind the oil industry, the textile industry is the most polluting in the world. From the production of raw materials to the end of a garment's life, each step has a negative impact on our environment and contributes to global warming .
The production of textiles requires significant amounts of water, chemicals and energy. Additionally, the disposal of textile waste contributes significantly to the pollution of soils and waterways . Rapid and unsustainable production methods also lead to excessive use of raw materials, increasing pressure on ecosystems.
Today, the fashion sector emits between 3 and 10% of global CO2 emissions per year and consumes 44% of drinking water.
From a social perspective, mass consumption in the textile industry is often associated with precarious working conditions, particularly in developing countries where labor is cheaper. Workers in the textile industry are sometimes subjected to excessive working hours, low wages and unsafe working environments. Workers' rights are often sacrificed in the name of profitability and competitiveness.
To mitigate the harmful effects of mass consumption in the textile industry, sustainable initiatives are gradually emerging. Ethical brands seek to adopt responsible production practices, favoring quality over quantity and promoting fair working conditions, developing a local industry thus favoring short circuits.
In addition, consumers are beginning to realize the importance of making informed choices and supporting brands that are socially and environmentally engaged .
Apnée's philosophy regarding Black Friday
Should we participate in Black Friday ? That is the question.
To be honest, we're not fans of this commercial party. But beyond that, it is impossible for us to discount our parts at -70%, our product margin does not allow us to do so.
Ethics and sustainability
At Apnée, we have chosen to offer quality products at fair prices all year round , and we are proud to be able to defend these values.
We believe in a more virtuous , more responsible and resolutely desirable fashion.
Everything starts from the choice of raw materials: the choice of quality materials so that our products are resistant to time.
We also make sure to choose materials that respect the environment as much as possible:
Everything starts from the choice of raw materials: the choice of quality materials so that our products are resistant to time.
We also make sure to choose materials that respect the environment as much as possible:
- Organic cotton : grown with natural compost which replaces chemical fertilizers and pesticides. Compared to conventional cotton, it reduces water pollution by 98%, greenhouse gas emissions by 94%, and its production requires much less water.
In addition, it is GOTS (Global Organic Textile Standard) certified, a label which guarantees the use of natural fibers, the absence of dangerous products, respect for working conditions and environmentally friendly production.
- Linen : the most environmentally friendly textile, this natural material does not need pesticides or a lot of water to grow. Its additional ecological value: its roots retain CO2, and it is estimated that the cultivation of flax in Europe allows 250,000 tonnes of CO2 to be retained each year.
Our bond is cultivated in Belgium.
Discover our article on linen and its history
- The premium fabric of our swimsuits is 100% recycled from plastic waste collected in the Mediterranean Sea and on beaches.
For this, we have partnered with SEAQUAL™ which, with a very large network of fishermen in the Mediterranean, collects plastic waste found in fishing nets and on beaches to transform it into eco-responsible polyester fiber, thanks to where we turn waste into a resource.
1 swimshort = 10 recycled plastic bottles
Responsible marketing:
At Apnée, we try to go beyond making sustainable pieces, by raising awareness in our community about the environment around us.
Since 2019, we have supported associations committed to preserving the planet.
Currently, we support Coral Guardian, a French association which fights for the conservation of coral reefs through the restoration, preservation and valorization of corals degraded by humans.
We also support Wings of the Ocean , which works against ocean plastic pollution.
In order to support them in their actions, we regularly highlight them on our blog, in our newsletter and on social networks in order to highlight their actions and offer each customer the opportunity to make a donation of the amount of their choice during the payment of his order.
By joining forces in this way, we hope little by little to take part in change and succeed in preserving the seabed .
Apnée offers for responsible purchasing
Values-aligned promotions
However, if we want to defend the eco-responsible values in which we believe, we must develop our notoriety, introduce our products, and need you to promote our brand.
We have therefore chosen to offer you a -30% discovery code to overcome the price barrier and thus allow you to discover the quality and durability of the pieces that we are committed to designing.
Featured products
- Our swimsuits are made from recycled polyester (1 swim short = 10 bottles of recycled plastic) in Portugal in factories recognized for their know-how. Because we are sure of the quality of our products, our swimsuits are guaranteed for 3 years (for normal use of course).
The price of our jerseys is between €110 and €200 but they are designed to last.
⭐️ ⭐️ ⭐️ ⭐️ ⭐️
I discovered the brand by chance and I'm really not disappointed! The quality is really great, the cut and length are perfect and the pattern is really original! Little extra for the waterproof pouch… what a great idea!
- MM -
- MM -
- Our 100% recycled parka : also made in Portugal on the same principle as our swim shorts, it is designed from 25 recycled plastic bottles. Elegant, comfortable and efficient , no detail has been left to chance. It is ideal for mid-season, or for winter, worn with the sailor sweater underneath.
Thanks to the -30%, it goes from €350 to €245.
Thanks to the -30%, it goes from €350 to €245.
⭐️ ⭐️ ⭐️ ⭐️ ⭐️
The Apnea Parka is comfortable, elegant, good quality, efficient and practical. It offers the full range of a parka worthy of the name. In addition, it is produced in Portugal. I recommend !
- Clement -
- Clement -
Black Friday in conclusion...
In an ever-changing world, where every choice we make impacts our planet, conscious fashion is emerging as a beacon of hope.
Opting for more conscious consumption means above all choosing pieces that tell a sustainable story . Behind each garment, artisans and carefully chosen materials, creating clothes that transcend fleeting trends to become timeless pieces.
By choosing committed brands , we are participating in the construction of a more ethical textile industry. Companies that value transparency, fair working conditions and sustainability demonstrate that fashion can be a vehicle for positive change.
Conscious textile consumption invites us to slow down, to appreciate quality rather than quantity. By favoring sustainable pieces , we invest in a style that lasts, thus reducing our ecological footprint. Choosing organic fabrics , encouraging recycling and opting for environmentally friendly production methods means contributing to more responsible fashion .
Conscious consumption is not just a choice of clothing, but a way of life!
Written by Apnée Swimwear
