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Inside the ‘arms race’ of anti-Black Friday campaigns

Black Fridye is one of a growing number of creative anti-consumption campaigns. Image: Supplied
How do you keep customers engaged on Black Friday when you’re philosophically opposed to mindless consumption and constant discounting? That’s the question Citizen Wolf co-founder Zoltan Csaki has faced since launching the made-to-order clothing company in Sydney in 2016.  He started Citizen Wolf in part to show the garment industry there was an alternative to mass producing highly seasonal and trendy clothes, then discounting them in big sales events like Black Friday to clear excess s