Iconic Canadian Brands Redefining BFCM With Purpose

Pledger
15 minutes ago
3 min read

🛍️ Every Black Friday season, we get a front-row seat to something special - generous merchants turning the shopping rush into a source for good.

BFCM isn’t just about discounts — it’s about impact, momentum & engagement 💙

And this year, we’re extra proud to cheer on our Canadian community 🇨🇦 — Virtue’s first BFCM in Canada!

Here are some inspiring campaigns from Lauram Melanie Lyne, Poppy & Peonies & KUVRD making generosity go viral this season✨

LAURA & Melanie Lyne X Food Banks Canada

Laura Canada is a proudly family-owned Canadian fashion house that has been dressing women with confidence and elegance since 1930. Rooted in its founding values of quality, craftsmanship, and care, the company has grown into a national presence with more than 140 stores while still maintaining the warmth and personal touch of a family business.

Melanie Lyne, a much-loved Canadian womenswear brand known for empowering women through timeless style, has partnered with Food Banks Canada to help strengthen communities across the country.

Food Banks Canada supports a vast network of over 5,500 food banks and community agencies, working tirelessly to reduce hunger today and address its root causes for tomorrow. Through this meaningful collaboration,

Melanie Lyne & LAURA invites customers to turn everyday shopping into an act of compassion—every $1 donated at checkout provides two meals for Canadians facing food insecurity. Together, the brand and the charity are transforming generosity into real, measurable impact and helping ensure that more families have access to the food and dignity they deserve.

Poppy & Peonies X Indian Residential School Survivors Society

Poppy & Peonies is a Canadian, Métis-founded accessory brand that creates beautiful, thoughtfully designed vegan handbags made to empower women in their everyday lives. Blending style with purpose, the brand celebrates creativity, inclusivity, and smart design — crafting pieces that help women feel confident, organized, and inspired wherever the day takes them.

The Indian Residential School Survivors Society (IRSSS) is an Indigenous-led organization dedicated to supporting Survivors and their families on their healing journey. Through culturally rooted care, crisis support, and community-led healing practices, IRSSS brings hope, strength, and restoration to those impacted by residential schools, helping preserve dignity, rebuild connections, and uplift future generations.

This November, Poppy & Peonies are turning on Roundup Donations to enable customers to get behind this important cause.

KUVRD X Human Concern International

KUVRD is a bold, impact-driven streetwear brand born out of Arab heritage, blending tradition and modernity in every design—from keffiyehs and tatreez jackets to bucket hats and kaftans. Founded in 2018, the brand uses fashion as a force for good: honoring its roots while creating sustainable employment and supporting marginalized communities.

In partnership with Human Concern International, KUVRD channels its purpose into action — donating through its Emergency Relief initiative to support critical humanitarian responses, like their Gaza aid fund. Together, they are stitching compassion into every garment, turning each piece into a lifeline of hope, solidarity, and dignity for people in crisis.