I’ve been entirely captivated by the spell that Scandinavian fashion has cast on the global sartorial market.
Gone are the simple black dresses and white t-shirts that previously adorned my capsule corporate wardrobe. Delectable pastels with frilly collars have replaced greyscale tones, comfortable and flatteringly baggy silhouettes are now favoured over ribcage jeans that I can’t sit down in, and classic beanies have been outshone by woven bonnets with delightful, chequered designs.
Danish fashion is exemplified by intuitive, playful yet utilitarian design. Pieces from the likes of Ganni, Stine Goya, Rotate Birger Christensen, Baum und Pferdgarten and yes, Arket, can be characterised by comfortable yet highly unique silhouettes ranging from water-like silk A-line cuts to layered tulle floor-length tutus.
High and low styles are mixed with enviable ease – you’ll often spot sequin-adorned dresses paired with casual t-shirts and trainers, while smart collared shirts are worn with baggy, boyfriend-style jeans.
Many of these exemplary contemporary designers are rightfully governed by eco-conscious practices, which means the vast majority don’t participate in traditional Black Friday sales. However, certain retailers have slashed the prices of older stock to help us Scandi-obsessed lot get our hands on gorgeous, high-quality pieces that’ll last a lifetime.
Shopping Scandi isn’t about being up to date with the latest trends. It’s about investing in a versatile capsule collection of clothing which helps you to better express your inner personality on the outside.
We’ve rounded up the best deals on offer below.
Best Black Friday Deals On Men's & Women's Scandi Brands
Asket
It doesn’t get any more sustainable than Asket. Not only does the brand offer full transparency, including information on CO2 emissions, direct cost for each garment, and traceable fabrics, but it also commits to a lifecycle responsibility to encourage caring for, repairing, and disposing of garments responsibly - and to top it off, the pieces are timeless classics that will never go out of fashion, so you can keep them in your wardrobe for years to come.
From denim to jersey, cashmere to merino wool, the brand uses sustainable fabrics to create a range of well-made wardrobe staples for men and women. Starting the journey back in 2015 in the search for the perfect men’s T-shirt, they’ve since grown by roughly three to four wardrobe essentials per year, including the overshirt, the pique polo, and the standard jeans.
The brand isn’t offering any deals for Black Friday - or anything at all. It’s closed during the sales extravaganza to promote conscious purchasing and under-consumption, but is open for spare parts. You can purchase odd ends and pop into your local Asket for free repairs on the items you already own.
Buy now, Asket
Our Legacy
Our Legacy has become a cult favourite over the past few years. Known for modern yet wearable silhouettes, premium fabrics and fair pricing, it ticks all of the boxes. Though it’s not on sale on its own website, you can cop menswear for less at Coggles or Net-A-Porter has you covered for womenswear options.
Shop women’s deals at Net-A-Porter
Buy now, Our Legacy
Axel Arigato
If you’re in the market for trainers, head to Axel Arigato. Whether you prefer sleek classics, something chunky or a retro basketball take, the Swedish footwear expert does it all. The brand’s range of casualwear is great, too, offering everything from straight leg jeans to varsity jackets.
Buy now, Coggles
Rains
Prepare for the season ahead with Rains’ range of waterproof essentials. From luggage to outerwear and RTW, there’s countless designs crafted using the brand’s signature watertight fabric.
Buy now, End Clothing
Best Black Friday Deals On Women's Scandi Brands
Ganni
Perhaps the most ubiquitous of all the Copenhagen brands, Ganni has slowly but surely gained veritable cult status over the last ten years. With frequent collaborations and high-end ready-to-wear offerings, the beloved brand is favoured for its bold, expressive styles, exaggerated collars, frilly blouses and so much more.
Ganni is offering 25 per cent off a select edit, which includes that much-coveted leopard-print blouse. Just enter the code CF25.
Buy now, Ganni
Ganni Embroidered Western Boot
Cowboy boots have dominated in the last few years and front and centre of the trend is Copenhagen-born label Ganni. This footwear has a Western sensibility with its contrast stitching, stacked Cuban heel and pointed toe. Pair with a mini dress when the sun shines or a denim maxi skirt to tap into the Gen-Z favourite look.
Was: £625
Buy now £313.00, End
Ganni White Chunky Wool Cropped O-neck Sweater
Get in on this season’s Alpine chic trend with Ganni’s cute, cropped Fair Isle pattern knit. The label is a favourite with all ages for its statement prints and cuts, but started out making cashmere products so the founders know their knitwear.
Was: £285
Buy now £142.50, Ganni
Ganni Cotton Poplin Peplum Tie Blouse
The shirt that inspired a thousand dupes, Ganni can be credited for spearheading the tie-front blouse trend with its poplin shirt. The self-tie bows are paired with voluminous sleeves and peplum trim.
Was £165
Buy now £123.75, Ganni
Ganni Leopard Betzy Cropped Jeans
The jeans that inspired a thousand dupes, Ganni proves its bellwether status once again with the Betzy Cropped Jeans that we’d all love to have in our wardrobe rotation. The silhouette is now part of the Copenhagen label’s core collection, proving it's a trend that’s here to stay. The jeans are made from organic cotton and the fitted design evolves into a flare from the knee.
Was £235
Buy now £176.25, Ganni
Ganni Frill Blouse
It’s safe to say we’ve all become a bit obsessed with the Scandi street style that has completely taken over social media, and no brand encapsulates the essence of Copenhagen fashion quite like Ganni. Founded by Frans Truelsen back in 2000, over the past 20 years, Ganni has had a profound influence on the way the women of Denmark dress, with the oversized, frilly collar becoming a signature embellishment.
Hop on board the trend with an impressive 50 per ent off this statement-making blouse.
Was: £125
Buy now £63.00, Flannels
Stine Goya
Embracing the power of colour and print, Stine Goya is a Scandi-brand that’s not afraid to make a statement. Started by Stine Goya herself back in 2006, the Danish designer wants her customers to feel the best version of themselves in her bright, unique designs - even the silhouettes are playful.
You can enjoy up to 70 per cent off stand-out Stine Goya pieces via The Outnet this Black Friday.
Buy now, The Outnet
Stine Goya Adonis Knitted Jumper
Stine Goya has a celebrity fan base that includes Kendall Jenner and Hailey Bieber who have worn colourful variations of the brand’s now signature checkboard knit. This vibrant rendition combines neon green with muted beige for an eye-popping piece to brighten dark winter days. Too maximalist for your liking? There are pastel and pared-back combinations aplenty.
Was: £229
Buy now £92.00, END.
Stine Goya Kenza Sequin Dress
Did somebody say mermaid-core? We couldn’t think of a better companion piece for a destination wedding taking place by the ocean. Overflowing with metallic blue sequins as an eye-catching asymmetric ruffled neckline, we love how this dress isn’t too figure hugging – instead opening out into a slightly A-line skirt.
Was: £230
Buy now £69.00, Coggles
Stine Goya Noa Checked Jacquard-Knit Vest
Best for: board game cafe dates
An apt pick for playing chess, Stine Goya’s pink and cream checkerboard knit is a tongue-in-cheek take on date dressing. At 70 per cent off, this youthful knit is hard to resist and effortlessly upgrades the current sweater vest obsession with a flirtatious colourway.
Was: £190
Buy now £57.00, Coggles
When is Black Friday 2024?
For 2024, the biggest sales event of the year began November 29.
When does Black Friday end?
Black Friday culminates in Cyber Monday, which this year will be on December 2. Cyber Monday was traditionally the day in which the tech brands would slash the RRPs on their wares but over the years has come to include all categories and marks the final sale day of the Black Friday period.
Why is it called Black Friday?
There are many theories as to where the US import gets its name from. It was dubbed this as far back as the early 60s after the chaos that ensued after the Thanksgiving celebrations.
Why you can trust ES Best’s Black Friday coverage
It is getting increasingly difficult to sort the wheat from the chaff during Black Friday with so many brands involved - what’s really a discount? Well, that’s where we come in. In this very article, the ES Best team are curating cute fashion picks to see you through the party season and beyond, and then simply listing the brands offering good discounts for your browsing pleasure. Enjoy!
