These Heels are Made for Walking…and Planting Trees: Air & Grace’s New “Dancing Queens” Give Back

We Don't Mark Up To Mark Down: Limited Edition Heels That Look Good, and Feel Good

Air & Grace, the female-founded footwear brand known for luxury comfort and style, is taking an unconventional approach to Black Friday.

The company, established by Claire Burrows, has built a reputation for quality and responsibility. In keeping with their ethos of “slow, responsible footwear,” Air & Grace is foregoing the typical Black Friday discounts.

Instead, the brand is launching two limited edition colorways of their popular Dancing Queen heels: Dancing Queen Black Shimmer and Dancing Queen Burgundy Metallic. The heels, crafted from suede and soft leather respectively, sold out quickly when first released last April.

For every pair purchased, Air & Grace will donate to the nonprofit Trees for Cities and plant a tree in an urban area of the UK. Burrows said she aims to “promote responsible retailing” and give back by planting trees so customers can “look good and do good.”

Air & Grace has partnered with Trees for Cities on similar campaigns before, planting over 500 trees to date. The trees bring environmental and health benefits like improved air quality and emotional wellbeing, per the nonprofit.

By encouraging consumers to move away from the “cycle of needless discounting that leads to overconsumption,” Burrows said this anti-Black Friday launch aligns with the brand’s commitment to quality over quantity.

“It’s important to me to promote responsible retailing,” said Burrows, “so we choose to say no to Black Friday discounting.”

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