Patagonia tend to make millions during Black Friday sales, while Mother Nature continues to receive nothing but coal, oil and a shit-ton of pollutants.
So in a bid to show love for the planet and turn the bedrock of this consumer extravaganza on its head, the outdoor clothes brand plan to give all its proceeds to environmental causes.
The Californian retailer will donate 100% of sales (estimated at more than £1.6 million) to grassroots organisations working in local communities who are committed to saving the planet.
It will form part of continued efforts to to help protect vital natural resources like air, soil and water.
Patagonia are active in several environmental movements. For the last decade their team have demonstrated that running a business does’t have to conflict with caring about the planet.
Their sustainable model entails giving 1 percent of all its sales to environmental groups all-year-round. So far this amount totals to $74 million (approx. £60 million).
“But during a difficult and divisive time, we felt it was important to go further and connect more of our customers,” Patagonia CEO Rose Marcario writes:
“If we don’t act boldly, severe changes in climate, water and air pollution, extinction of species and erosion of topsoil are certain outcomes.
“By getting active in communities, we can effect local change to protect the food our children eat, the water we drink, the air we breathe and the treasured places we love the most.
Marcario aims to use the campaign to raise awareness as to the importance of defending policies and regulations that will reduce carbon emissions and heighten investment in renewables.
Since President-elect Donald Trump has vowed to abolish the goals set forth in the Paris Climate Agreement, this is more important now than ever.