11 Native-Owned Brands to Support This Black Friday

If you attended a typical American public school like most of us, you might not have known until your adult life that Thanksgiving wasn't just a fun family gathering of Pilgrims and Native Americans. For many Natives, "Thanksgiving is a day of mourning and protest since it commemorates the arrival of settlers in North America and the centuries of oppression and genocide that followed after."

Thanksgiving 2020, amidst the COVID-19 crisis, will be unique, at least if you're taking COVID responsibly in the United States. Black Friday, which is actually Native American Heritage Day, will be unique as well.

This year's Black Friday comes after a long period of reflection and introspection. Many people might be questioning their relationship with consumerism and capitalism after seeing that, during COVID relief legislation, the government prioritized corporate desires over human lives. Many people (most people, hopefully) who are still choosing to shop are taking their experience online instead of in-store.

The desire to become a conscious consumer is easy, but the execution can be difficult, especially if this is the first time you're putting it into practice. We're here to help!

Our mission at Soapbox Project is to help you get bite-sized action plans for any issue you care about. So, let's start by figuring out how to support Native-owned businesses this holiday season — one small display of support during this time of year.

Join our community to keep getting bite-sized action plans on issues you care about -- we send out Changeletter, a free weekly climate newsletter.

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A poster from SingsInTheTimber, #3 on our guide.

Native- and Indigenous- owned holiday guide

Pricing guide

$ = $0-$50

$$ = $50-$100

$$$ = $100-200

$$$$ = $200+

  1. YouAreHereArt, a mask and apparel store that educates you on indigenous plants

    I've been following the artist on Twitter for a while, and I love the masks she sells, ranging from cute messages like "big duck energy" to powerful social justice statements. My favorite products, of course, are in the indigenous plant line. She even sells a plant shower curtain!

    Price: $+

  1. Eighth Generation by the Snoqualmie Tribe

    Seattle-based Eighth Generation provides a strong, ethical alternative to “Native-inspired” art and products through its artist-centric approach and 100% Native designed products. One really cool thing about their online store is that you can shop by artist and by cause — they've partnered with non-profits to make your purchase even more meaningful. My favorite thing they sell is their wool blankets.

    Price: $$

  1. SingsInTheTimber, Native American Art by a Native American Artist on Etsy

    You can get vibrant postcards and colorful, profound posters like this one for an affordable price. It's a great way to support an independent Native artist and glow up your home. The creator also has a stunning Instagram photography feed - go show some love for free!

    Price: $

  1. b.Yellowtail, a collective of Native American, First Nations, and Indigenous creatives

    I basically want to buy everything from their website. They have dresses, blazers, suits, some of the most beautiful necklaces I've seen, and they even have a place you can take action. The stuff in their collective is all handmade by Native artists!

    Price: $$$

  1. Good Medicine Clothing, serving up motivation through art, culture, and design

    My favorite thing from here is this Apsáalooke design mug that appears black but actually changes color when you fill it up.

    Price: $

  1. Bison Star Naturals, founded by a Taos Pueblo tribal member and his wife

    I learned about Bison Star through Gift Good Co, a gift and gift card directory that helps you support diverse businesses in your area.  I'm really excited to try their cinnamon soap (hot take, I know), but they also have scents that a sophisticated reader like you may enjoy — red lavender and wild rose being two that caught my eye.

    Price: $

  1. Bedré Fine Chocolate, given new life by the Chickasaw Nation

    Not only do they have delicious handcrafted chocolate like Milk Chocolate Rounds, they also say, "Our recipes are tried and true and reflect the time-honored tradition of the Native American peoples who first cultivated this divine delicacy. Now, as the only Native American tribe to create its own brand of fine chocolate, we take great pride in our products and instill our cultural passion into every delicious morsel. Given our strong ties to our culture and community, we make an effort to give back to the land and people who support us."

    Price: $

  1. SheNative, a handbag and apparel brand embedded with positive ancestral values

    "SheNative exists to instill inner strength and unwavering confidence in all women, using teachings that come from Indigenous Nationhood." They use 2% of their revenues to positively impact the lives of Indigenous women. If you're looking for an ethically-sourced leather bag, this is the place.

    Price: $$$$

  1. Indigenous Cosmetics for small-batch, handcrafted cosmetics

    They gear their makeup to complement Indigenous skin and they recently launched 9 colors that can be mixed and matched to your taste. They sell a perfectly-sized mixing tin for all your needs! I'm always on the lookout for makeup that matches my skin, and I think this one will be my next purchase.

    Price: $

  1. Cheekbone beauty, a digitally-native Indigenous-owned cosmetics company

    "Cheekbone’s aim is to not only make a difference in the lives of Indigenous youth through our donations addressing the educational funding gap. But mostly to create a space in the beauty industry where Indigenous youth feel represented and seen." Shop here and support indigenous youth — do good, feel good, and look good!

    Price: $

  1. Urban Native Era for apparel and beanies

    Urban Native Era prioritizes a better life for indigenous people around the world and uses sustainable practices to create fashionable clothing. Their hummingbird crewnecks and beanies are some of my favorite - shop their fall classics here!

    Price: $

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