Miniprix launches Green Friday, an innovative campaign to raise awareness of consumerism and excessive clothing purchases

From November 10th to 12th, Miniprix.ro turns Black Friday into Green Friday, an atypical campaign launched during one of the busiest shopping and discounts periods of the year. Through this initiative, Miniprix encourages those who want to buy new clothes to give up a part of their less worn wardrobe.

The campaign will take place both online, on the Miniprix website, and offline, at Miniprix Otopeni store, where the special free “Swap Clothes” event will take place. The initiatives are run under the umbrella of Green Friday, a campaign to raise awareness of consumerism and excessive clothing and footwear purchases.

This week, from Friday to Sunday, the company organizes at its Otopeni store the event “Swap Clothes”, dedicated to the Miniprix community who is encouraged to socialize and change their wardrobe for FREE. Customers are expected to bring clothing or footwear items they are no longer wearing and from which other people can choose to update their outfits. Items brought in and left in the store at the end of the event will be donated by Miniprix through the Seva app. The clothes in this event are not from the Miniprix store.

In addition, during the same period, exclusively on www.miniprix.ro, the store will offer a 70% discount for over 2000 items, encouraging customers to first give away things they no longer wear before making new purchases, and donate them through Seva app available on the website. Seva is the first smart donation app launched by Miniprix to encourage responsible consumption by extending the life of clothing and footwear. Through Seva people can donate free clothes or shoes they no longer wear to those in need. And with blockchain technology, items are directed to people wearing the same sizes as the person donating. So far, more than 5,000 such donations have been facilitated through the app.

“We buy far too many clothes that we don’t wear. Our wardrobes get fuller from one season to the next, yet we continue to buy, sometimes compulsively, during sales. Through this initiative and the launch of the Green Friday campaign, we want to raise awareness of this behaviour and help encourage a slowdown in this time of over-consumption. Especially as we know that the fashion industry is the second most polluting industry in the world, with a great impact on the environment. With the Green Friday campaign, we want to extend the life of our clothes and be part of the circular economy by exchanging our customers’ products for free and supporting clothing and footwear donations through our Seva app, available on our website. In this way, we also support people in need, who can’t afford it,” said Ana Maria Cristina, Miniprix General Manager.