Devon, UK-based change robe company dryrobe chose to ‘opt outside’ for Black Friday this year, giving staff a paid day off and ‘not taking part in the insane sales that took place across the rest of the UK’.
The company announced on social media that it would be stepping away from the office and instead spending the day in the great outdoors, using the hashtag #OptOutside. Athletes and dryrobe consumers were encouraged to do the same, enjoying the beaches, rivers and other outdoor attractions throughout the UK.
The company sees that its ethos was behind the decision not to participate in Black Friday. dryrobe notes that it ‘actively promotes an outdoor lifestyle opposed to consumerism and excess, and offers their products at the best possible price year round, rather than produce sales stock.’
dryrobe was inspired by US outdoor gear and apparel retailer REI, which took the same approach for the second time this year. In its first year, REI reportedly saw 2.7 million people pledge to participate and ‘opt outside’ across America. dryrobe aimed to inspire a ‘similar revolution in the UK’.
Gideon Bright, Founder of dryrobe said “For us, it was an easy decision to close the office and #OptOutside for Black Friday. The sales simply don’t fit in with what we are about or reinforce any ideal we aspire to promote.
“To see so many people #OptOutside and enjoy the outdoors was fantastic. We received images of people who swapped the shops for the sea, the frenzy for fields, the sales for the sand, as well as much more.
“We’re not expecting to change the world, but we hope that we can inspire others to be outside and enjoy the opportunities, fun and challenges it provides.”
