Let's be honest about Black Friday

Q: Achille, Black Friday is a massive shopping day. As the founder of MoEa, an innovative and conscious sneaker brand, what are your thoughts on it?

Achille: Black Friday is definitely challenging for a brand like MoEa. The day encourages excessive consumerism and often promotes quick, impulsive purchases rather than thoughtful ones. At MoEa, we aim to create products that last and that our customers genuinely value. We’re also focused on the lifecycle of our products, as we believe that managing the afterlife of our products is essential to circularity and sustainability. So, obviously, Black Friday’s message doesn’t align at all with our values of conscious consumption and sustainability.

Q: So how does MoEa approach Black Friday, given your mission?

Achille: Let's not be hypocrite, a lot of people are waiting for this moment of the year to buy the products they love. As a small company, we have no choice but to approach it cautiously and intentionally. Instead of offering massive markdowns, we let our customers choose their own discount depending on their means : you can buy with 0% off, or 10% off, up to 30% off. It's up to you. For us, it’s a way to encourage them to reflect on their purchasing decisions.

Q: Wouldn’t it be more consistent to avoid participating altogether?

Achille: As an eco-conscious brand, MoEa constantly faces a challenging balance: selling and producing less aligns with our ecological values, yet selling and producing more is essential to extend our reach and make a meaningful impact. Without people choosing our products over others, our efforts to drive sustainable change remain limited. So, if people are going to shop on Black Friday, we want them to choose products that are mindfully made from bio-materials instead of leather—products they’ll cherish for a long time, not just because they’re on sale, but because they love them, need them, and because these products align with their values.

Q: That’s essentially the message behind your "Spare a Cow" campaign, right?

Achille: Absolutely. Eco-conscious brands are always navigating the fine line between delivering a clear, authentic message and making it appealing in a way that resonates with audiences. I hope we succeeded with this campaign!

Q: If you could send one message to consumers this Black Friday, what would it be?

Achille: I’d say, take a step back and ask yourself if you truly need what you’re about to buy. If you’re making a purchase, choose brands that are transparent about their materials and practices. Every purchase is a vote for the kind of world you want to live in. If that world respects the planet, let’s support brands that prioritize sustainability