Each year, Black Friday grows louder, faster, and more disposable. With an estimated 80 percent of Black Friday purchases ending up in landfill, the day has become a symbol of overconsumption and impulse buying. It is the antithesis of the intentional philosophy on which we’ve built Abel.

Eight years ago, we made what felt like a radical choice for a young brand. Instead of participating, we closed our online store and our Fabriek for the full 24 hours of Black Friday. This year, we are taking that pause further by giving our entire team a paid day off, encouraging them to rest, spend time with loved ones, or get out into nature.

Our hope is simple. That this small, repeated act reminds us all to slow down, consume with intention, and consider the future we want to help shape.

— Frances Shoemack, Founder