Our mission is to make clothing that looks good, feels good and does good. To do good, we must protect the planet.

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Black Friday has propelled the polluting impacts of shopping. According to money.co.uk; "online shopping on Black Friday this year is predicted to release around 429,000 tonnes of carbon emissions". Furthermore a staggering "80% of items - and any plastic packaging they are wrapped in - will end up in landfill" following the Black Friday period [according to phys.org].

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We have considered the impact we create during Black Friday. We didn't want to create over-consumption through heavy discounts that would encourage impulse purchases and massive increases in volume of orders that would ultimately have negative repercussions for the planet. However there is a balance to strike. Through conversations with our customers we recognise that especially during tough times, like those we are experiencing at the moment, Black Friday does provide a chance for many people to shop for themselves and their loved ones at an accessible price point. We recognise that there is a reliance on discounts offered during Black Friday to help our customer's afford the items they have been consciously saving for. 

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We believe there is an opportunity to meet in the middle. To counteract some of the negative impacts of Black Friday while still offering value to our customers. Ultimately, to do overall good during this time.

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This Black Friday, on the 25th November, we will launch our 10 10 initiative, in collaboration with the World Land Trust.

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We are offering a 10% discount site wide and will be donating 10% of sales to the World Land Trust. It's 10 for you and 10 for the planet. Through this initiative we hope to achieve balance and harmony between people and planet, which is exactly what we stand for all year round.

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With love,

AYM + World Land Trust