My Little Green Wardrobe, an online store that sells ethical and more sustainable baby and kids’ clothing, is among the UK small businesses turning their backs on Black Friday.

This year, the sustainable childrenswear business is challenging the concept of Black Friday by turning it into ‘Take Back Friday.’ Instead of slashing prices, it is encouraging customers to return previously outgrown items in exchange for money off their next purchase. A good deal for customers, as well as the planet.

Research by the Green Alliance suggests as much as 80% of items bought on Black Friday go to landfill after a very short period, and often after just one use. Around a third of shoppers purchase clothes over the Black Friday period. With upwards of 70% of fashion’s emissions coming from production and manufacturing processes, the easiest way to reduce the impact of a garment is to wear it for longer.

Commenting is Lucy Todd, owner and founder of My Little Green Wardrobe.

“Overconsumption is one of the biggest problems of our time, with Black Friday one of the key vehicles of this excess. Take Back Friday is an antidote to Black Friday. It encourages people to send back items so they can be worn – and loved – again, rather than throwing them away. The clothing we sell is of the highest quality, and it is my hope that each item lasts at least three children.”

Take Back Friday marks the launch of My Little Green Re:Wardrobe. From Monday 20 November, customers will be able to send back items of clothing that are in a re-wearable/re-saleable condition in exchange for a £5 voucher to spend on their next purchase.

What’s more, they will be able to shop high-quality, pre-loved organic baby and kids’ clothing for a fraction of the price of a normal garment. “We want to make our business more circular, as well as help our customers find homes for the children’s clothing they no longer need,” concludes Todd.

For further information on My Little Green Wardrobe, please click here.