Last year, our friends at REI did something different on Black Friday. They closed their stores and spent the day outside, encouraging their customers to do the same. For anyone who loves the outdoors, it wasn’t a difficult choice to #OptOutside. Wouldn’t we all prefer camping, hiking, skiing, fishing, biking, running, kayaking, or climbing to standing in line? And, the fact that this movement was initiated by a leading retailer in the outdoor industry was inspiring to say the least.

This year, REI is once again closing its doors on Black Friday, and Ruffwear is excited to join them. As a small company, we’ve always closed our office on Thanksgiving and Black Friday to be with our families and friends (both two-legged and four-legged), so it’s a natural fit for the Ruffwear pack to officially join the #OptOutside movement this year. Our goal in teaming up with REI this year is to inspire you and your canine friends to join us!

Ruffwear Ambassador Ruby. Photo: @rubythetraildog
Ruffwear Employees Alli and Riggins

It’s simple, really. #OptOutside reflects Ruffwear’s vision, mission, company culture and values. At Ruffwear, we believe a happy dog is a dog outside. We find joy in sharing outdoor adventures with our canine companions, and in sharing those adventures with our community. We are driven by the idea that every dog is an explorer, and through our products and brand, we seek to enhance and inspire exploration for outdoor adventurers and their human companions. Of course we want to #OptOutside on Black Friday!


This year, our office will be closed, like always. But, we also won’t send you an email. We won’t send you a promotion. We won’t ask you to shop our website. We’re going to spend the day outside with our families, friends, and canines.

We’d love it if you and your canine adventurers would #OptOutside this Black Friday.

Will you go out with us?


Ruffwear Ambassadors Maria and Riley. Photo: John Schultz


Moab Feb'16-148
Ruffwear Ambassadors Nico and Sol. Photo: Ben Duke
Ruffwear Ambassadors Mallory and Baylor. Photo: Mallory Paige



19 thoughts

  1. outing with your dog at beach, Play Games in the Park. Go on an Outdoor Adventure.Its really a great Idea

  2. Can’t wait to be outside with my pooches, zero shopping for me for the entire wknd. Great idea, thanks a RuffWear!

  3. Fabulous idea. Hope it catches. My 4 B-Collies and 2 Chi-mixes will be outside! No shopping malls for us!

  4. We’ll be camping and hiking with our Doberman for the entire weekend. He’ll be the one wearing the Summit Trex Boots!

  5. What a great idea! Much rather be outside. Good opportunity to drive up into the snow and try out my 8 month old silver lab pup’s new Ruffwear snow gear!!

  6. Excellent idea!! Thanks, I will be hiking with my 2 Greater Swiss Mountain dogs Baril and Clint on Friday. They will carry both Ruffwear packs.

Leave a Reply to Marcy Cancel reply