Black Friday has never had good optics. The very name conjures up mental images of maddened shoppers fighting for high definition TVs in supermarkets, those deranged ASOS shoppers who order 100 items only to return 50 of them, or the shudder inducing experience of walking through Oxford Street during Christmastime.
But there are an increasing number of brands turning Black Friday in on itself, fighting against the tradition which has felt like a simple fact of life for so long.
