Vulpine, the London-based cycling apparel brand, has launched a philanthropic initiative as an alternative to the now traditional Black Friday.
Black Friday is an import from North America, where shops slash prices and try to drive consumer spending in the lead up to Christmas.
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The day in question is this Friday, November 27, and this will be the first of four #DoGoodFridays that Vulpine will run.
The first week will see the company donate 20% of online sales to Wheels for Wellbeing. The charity worlds with people of all backgrounds and abilities to help them enjoy the benefits of cycling.
“I wanted to do something that made me and our customers feel good, not guilty, as I do about Black Friday.” says Vulpine founder, Nick Hussey.
Wheels for Wellbeing has been Vulpine’s chosen charity since the company was started, so was the logical choice for the first #DoGoodFriday.
“I’d like to help other causes as well as Wheels For Wellbeing, so after a while I
thought to hell with it, lets extend Do Good Friday to every Friday until Christmas,
with a different charity each time,” Hussey said.
The following three Fridays, ending on Decemeber 18, will each have a different charity benefiting from the scheme.