Blue Friday: the Belgian brands' initiative against Black Friday
Blue Friday is the responsible alternative to Black Friday, conceived by Javry in 2020. The idea? To use this day of sales and overconsumption as an opportunity to do a good deed. Rather than slashing prices, participating businesses commit to donating a portion of their takings to a charity working towards a fairer and more sustainable society.
Aucune réduction à l'occasion du Black Friday
We are not offering any Black Friday promotions
Each brand chooses an environmental or social association and decides on its contribution.
We raise awareness over overconsumption and share the reasons for our action
Participating brands - 2024
Javry launched and organised Blue Friday – the most recent edition took place in 2024, and whilst it has not yet been repeated, the door is not closed!
Javry Coffee
Suppliers of ethical and eco-responsible for corporate coffee. Donation of 10% of proceeds from the 24/11 to the Natagora association for the creation of a nature reserve in the Bois des Vallées in Gastuche.
eFarmz
Eat organic, local and seasonal food from farm to fork! Donation of 5€ for each order placed on 24/11 to the "Farming for climate" association, which works for the agro-ecological transition of farmers in Belgium.
Yuman Village
The reference store for your daily, ethical and circular purchases.
Donation of 10% of our margin on 24/11 to the Natagora association.
Kefir Eau Vertueuse
A healthy, refreshing drink that's naturally fizzy and full of life! Donation of 5% of our income on 24/11 to the Surfrider association, which fights to pass on a preserved ocean to future generations.
Algo Store
Ethical and eco-responsible fashion for women and men. Donate 10% of proceeds from 24/11 to Good clothes Fair Pay.
Lucid
A clothing brand made in Belgium to challenge the status quo. Donation of 10% of the sales margin on 24/11 to the Natagora association for the creation of a nature reserve in the Bois des Vallées in Gastuche.
Oodima
Producer of organic and natural cosmetics made from Belgian sunflowers. Donation of €0.1 for each unit sold to the Plant C association, which finances planting projects in Wallonia.
INKOO
Sustainable Custom Merch Donate 5% of proceeds from 24/11 to The Ocean Cleanup association, which develops technologies to rid the oceans of plastic.
Eugène Chocolatier
Producer of Belgian, artisanal, organic and local spreads. Donation of 10% of our margin on the sale of our discovery box sold especially for the occasion to the ASBL GASAP, which promotes peasant agriculture and sustainable, local, pesticide-free food.
L'Envol du Colibri
Store for men's and women's ready-to-wear and accessories, ethically and eco-responsibly made. Donation of 10% of proceeds from 24/11 to the Natagora association.
Semailles
Producer and distributor of organic, reproducible and regional seeds and seedlings. Donation of 10% of proceeds from the 24/11 to the Natagora association for the creation of a nature reserve in the Bois des Vallées in Gastuche.
Flemar
The world's coziest slippers One pair offered to a disabled person for every 3 pairs sold online on 24/11 (usually one offered for every 15 sold).
Atelier 53
Store for eco-friendly fabrics and yarns, organize creative workshops Donate 10% of proceeds from 24/11 to the 'Fashion Revolution' association, which strives to bring about a radical change in the way our clothes are produced, bought and consumed.
DiscoveRent
Créateurs d'Aventures guidées de proximité pour un voyage bas carbone Donation of 5% of proceeds from 24/11 to the Natagora association for the creation of a nature reserve in the Bois des Vallées in Gastuche.
Kaly Ora
Eco-friendly, reversible and adjustable swimsuits Donation of 5€ per order from 24/11 to the Healthy Seas association, which cleans the seas of plastic waste thanks to volunteer divers.
Nuoceans
Vegan, recyclable sandals made from ocean waste. Donation of €5 per pair sold from 24/11 to the Sea Shepherd association for the defense and conservation of the oceans.
