Vulpine launches #DoGoodFriday initiative in response to Black Friday


British cycle clothing brand Vulpine has launched #DoGoodFriday, a charity initiative designed to buck the seemingly all-pervasive ‘Black Friday’ sales promotion season, where they will donate 20% of online sales to charities in the lead up to Christmas.

#DoGoodFriday will continue every Friday until 18 December as part of Vulpine’s 25 Days of Christmas (#VulpineXmas), with proceeds being donated to a different charity each week for four Fridays. The first organisation to benefit will be local charity Wheels for Wellbeing.

“I wanted to do something that made me and our customers feel good, and not guilty – as I do, about Black Friday” said Vulpine Founder, Nick Hussey.

“Wheels for Wellbeing have been my chosen charity since we launched, and we have supported them in the past. They are an award-winning charity helping people to enjoy the benefits of cycling regardless of age or health condition.  My staff and I will be heading down to Wheels for Wellbeing’s open day on Friday at Croydon Sports Arena to help pilot bikes, shift around heavy specialist equipment, offer refreshments and anything that’s asked of us,” Hussey added.

“We are delighted that Vulpine are supporting us again, and their staff will be helping out at our inclusive cycling session at Croydon,” said Wheels for Wellbeing Communications & Development Officer Nat Cato.

“Their generous support helps us to continue to share the joy and the benefits of inclusive cycling and to allow people to cycle, who previously wouldn’t have considered the possibility, because of age, health condition or disability.”

“I wanted to do something that made me and our customers feel good, and not guilty – as I do, about Black Friday.” Vulpine Founder, Nick Hussey.

Hussey is inviting other businesses in the cycling community to follow suit and join in with #DoGoodFriday.

“I’d like to help other causes as well as Wheels for Wellbeing, so after a while I thought to hell with it, let’s extend Do Good Friday to every Friday until Christmas, with a different charity each time. I’m hoping it’ll really catch on and other businesses will join us.

I hope it’s a lovely antidote to me-ness of Christmas, and something that we can all feel good about, looking back on Christmas Day. Anyone is welcome to get involved and #DoGoodFriday. Hopefully more of us can get even more businesses and brands recruited!”

For more information on Vulpine and #DoGoodFriday, please visit: