Blue Friday - Celebrating 5 Years of Turning Black to Blue

November 23, 2023

On Black Friday this year, we are celebrating 5 years of connecting with water and turning black to BLUE. We invite you to “open up your blue mind”. Welcome back, #BlueFriday

Back in 2019, the original intention of our team was the essence of taking a stand against mass consumerism. This engine for mass clutter also affects our mental state. We believe that we need to return to our roots, and that reconnecting with water is a conduit to vitality.

We are closing our online store on Friday, November 24th, and giving our global team and paddlers the day to go out and enjoy nature on or near their local waterways, to kickstart a year of focus and action to make a difference for our own vitality, mental health and to protect and conserve what we love.

Water is life. We are made of more than 70% water, and Earth is covered by about the same amount. It’s the lifeblood of our bodies and our planet. Spending time on, in, or around water is therapeutic. On #BlueFriday, we encourage people to spend time around water. Go for a paddle, walk along a beach or a river, have a bath, or just find a place to swim or soak in nature.

On top of improving one’s own wellness and vitality, we believe that people connected to water will be the water keepers - the humans that care for and are the stewards of our waterways. Let’s enjoy our connection with water this November 24th, and always.

Let’s do #BlueFriday!