Love it or hate it, Black Friday and Cyber Monday is a make-or-break retail window that carries many brands through the rest of the financial year. It has also become a totem of the ills of overconsumption.

For brands with a focus on sustainability, this longstanding conundrum is increasingly becoming a question of survival. “How do you deal with Black Friday, the most consumerist of the consumerist moments?” posits Aras Baskauskas, co-founder and CEO of US-based regenerative and organic fashion brand Christy Dawn.

Despite calls to boycott the sales entirely, the data makes a compelling case for finding a workaround and continuing to engage, just as Christy Dawn is doing. In August, McKinsey reported that discretionary spending levels have tumbled, while luxury indulgences are being

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