Interview: LAKOR.
Lakor is a Danish clothing brand inspired by the contrasting elements of Denmark's coastal culture and the vibrant energy of urban life. Their core mission is to bring the tranquility of the coast into the hustle of the city, making it street-worthy. With a strong commitment to sustainability and creativity, Lakor has developed a business model that stands apart from many other fashion brands.
Lakor’s philosophy goes beyond clothing – it’s about creating a lifestyle that celebrates the calm of the coast while blending it with the hustle of urban environments. Driven by a deep passion for merging these two worlds, their designs speak to those who appreciate both the simplicity of nature and the edgy vibe of city life.
Lakor introduces "Slack Friday" – an eco-friendly alternative to Black Friday
At Lakor, they believe that the frenzy of Black Friday doesn't align with their brand identity. In a time when many stores go wild with sales and discounts, Lakor chooses to go against the tide. That's why they created their own concept, called "Slack Friday."
Slack Friday offers a calm contrast to the hectic shopping day, with a simple idea: Lakor encourages people to take it easy instead of chasing deals.
In Lakor's stores in Aarhus and Copenhagen, customers can take a break from the hectic shopping day. Additionally, Lakor sends a special gesture to those who shop online on the day – every order includes a bag of "Captain Coffee" and a virtual high-five to support a healthy consumer culture.
But Lakor doesn’t stop with Slack Friday. Their commitment to sustainability goes even further, as seen in their recycling and upcycling initiatives. All Lakor products have a deposit tag with varying values, giving customers the option to send back their used clothing to the brand in exchange for a discount code for their next purchase. The clothing is either recycled into new creations or repaired to give it a new life.
This is an example of how Lakor actively works to extend the lifespan of clothing and promote a more sustainable consumer culture.
The deposit system works both online and in Lakor's physical stores. When customers return their used Lakor clothing, the company takes care of it in a sustainable way—either by recycling the materials or repairing the items. "Our goal is to ensure that the clothing has a long lifespan. We want to be part of the global movement towards slow fashion, where quality and sustainability are prioritized over fast and cheap production," Jesper Unna, Lakor.
This approach to fashion is part of a broader trend, where more and more brands and consumers are starting to prioritize durability and eco-friendly solutions over the fast-paced trends that typically dominate fast fashion.
With their Slack Friday concept and deposit system, Lakor shows that they are not just a clothing brand but a company actively working to change how we think about consumption and fashion. They aim to create a culture where clothing isn’t just something we use and discard, but something that carries a story and has a long lifespan. Lakor celebrates slowness and thoughtfulness- uboth in their designs and in their overall business strategy.
Thank you for your time, Jesper. We are proud to call you and Lakor our partners.
Best of luck with everything moving forward, and we look forward to following your journey.
Team pensopay.
Are you curious about what others are doing on Black Friday? Check out more from our other customers: Blossom Copenhagen, Munkstore, and Astrid Frank.