Everlasting Friday fights against Black Friday

Ida Nyrhinen

Ida Nyrhinen

Black Friday has become an international phenomenon that pushes consumers into a buying frenzy. On Friday the 23rd, IVALO focuses on promoting conscious consuming. Everlasting Friday is IVALO's way to take part in the conversation about sustainability, lasting fashion choices and the overall state of our beautiful planet.

Aubergin - Blazer Grey Checks

aubergin garments are crafted with special attention to detail, based on sustainable ethics and high quality craftsmanship

The ideology behind Everlasting Friday has always been a part of IVALO's values. We support the sustainable way of consuming: advising our customers to only buy their new favourite clothes, nothing excess. If you don't love it, you won't wear it.
IVALO's goal is to make slow fashion cool and to give the spotlight to the emerging designers who are ready to start the revolution towards a better fashion world with us. It's not going to be easy, the road ahead is filled with obstacles but I, myself, have a strong belief that together we can start to build a better fashion future!

The fashion industry is a tricky field. There are so many incredibly talented, inspiring and contemporary designers who are all ready to express their point of views to the world. All IVALO designers have these qualifications and they are really aware of the impact that our beloved fashion world has on earth. Everlasting Friday's goal is to boost all of our talented designers and make the consumers aware that by supporting these rising stars they can be a part of a fashion revolution.

PRAMEA - TIIMA - glamour

PRAMEA is a Finnish designer jewelry-brand from Kuopio, that creates beautiful pieces for powerful women.

On Everlasting Friday you can make the choice to say no to Black Friday and the hysteria that surrounds it. You can decide not to join the madness outside the shopping malls, you can say no to the needless junk with no purpose. This is the day, you can start your morning by wearing your favourite clothes designed by your favourite designer. Black Friday is a celebration of the disposable, style is Everlasting. By supporting IVALO's amazing designers you will most definitely make good fashion choices that last a lifetime. Take a stand with your own style and become a part of the revolution against mass fashion.

SIZ - PAVEE anorak

SIZ is distinguished by allying Clean and Crafty, in an urban, casual and dynamic result, and explore fabrics and techniques in the name of creative and aesthetic freedom

Klo Design - Merino wool scarf

It is typical for Klo Designs collections that the colors, materials and design follow from one product to another. In unique patterns the topics are derived from Finnish nature and different environments.

Carolina Machado - Roberta Pleated Midi Skirt

Carolina Machado is inspired by the contrast between feminine and masculine lines, balancing the softness of the garments with the hardness given by raw finishes, resulting in a line of unique, luxury feel and feminine pieces.

One great example of how IVALO's designers are making a difference is French fashion brand ABOUT A WORKER.
Their business model is built on helping factory workers from around the world to become designers in the attempt of understanding their vision of the fashion industry and glorify them as the craftsmen of the 21st century.

All of the collections of the brand are created by garment workers around the world. These workers are encouraged to reveal their personal creative perspectives towards the modern-day fashion industry through their designs. ABOUT A WORKER's values are based on being experimentally expressionist, transparent, educational and ethically beneficial to the factory workers.

Please join the good fight against Black Friday by supporting our emerging designers on Everlasting Friday!

With love,

Ida Nyrhinen

Ida Nyrhinen

Brand & Marketing Manager


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