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Vulpine launch #DoGoodFriday – Black Friday made kinder

British cycling apparel brand to donate 20 per cent of proceeds to charity on Friday November 27

British cycling apparel brand Vulpine are bidding to buck the trend this Friday, by replacing the Black Friday fad with #DoGoodFriday.

Starting on Friday November 27, Vulpine will donate 20 per cent of all online sales to charity and plan to continue – donating to a different charity each time – for the next three Fridays before Christmas.

Vulpine founder Nick Hussey, who has collaborated with Sir Chris Hoy to launch HOY Vulpine’s first autumn-winter range this year, has launched #DoGoodFriday (pic: Vulpine)

Wheels for Wellbeing will be the first beneficiary, an award-winning charity helping people enjoy the benefits of cycling, regardless of disability, age or health condition.

And Vulpine founder Nick Hussey hopes #DoGoodFriday will help restore some balance after the well-publicised carnage on the high street during last year’s Black Friday sales.

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

“Wheels For Wellbeing have been my chosen charity since we launched, and we have supported them in the past.

“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.”

And Hussey is urging other businesses to get on board, adding: “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.

Wheels for Wheels are the chosen charity for the first #DoGoodFriday (pic: Fusion Media)

“I’m hoping it’ll really catch on and other businesses will join is. 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.

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“Anyone is welcome to get involved and #DoGoodFriday. Hopefully more of us can get even more businesses and brands recruited!”

#DoGoodFriday will operate as part of Vulpine’s 25 Days of Christmas (#VulpineXmas). For more information on both visit www.vulpine.cc.