Patagonia will donate 100% of all Black Friday sales to frontline environmental groups.

Patagonia has announced it will donate 100% of its Black Friday in-store and online sales to grassroots organisations working in communities protecting air, water and soil.

It’s on brand for the company, which champions supply chain transparency and reducing consumption, and follows its famous ‘Don’t Buy This Jacket’ campaign in 2011.

Black Friday – on Friday 25 November in 2016 – falls in between the Thursday Thanksgiving public holiday and the long weekend, and forms one of the biggest online shopping days on the US calendar. Big brands across the nation run huge sales and large ad campaigns in anticipation for the day each year.

The outdoor outfitter will be providing information about these organisations on its website and in stores.

“During a difficult and divisive time, we felt it was important to go further and connect more of our customers, who love wild places, with those who are fighting tirelessly to protect them. This we know: If we don’t act boldly, severe changes in climate, water and air pollution, extinction of species and erosion of topsoil are certain outcomes. The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country.

“By getting active in communities, we can effect local change to protect the food our children and we eat, the water we drink, the air we breathe and the treasured places we love the most. And we can impact global priorities, too, by raising our voices to defend policies and regulations that will reduce carbon emissions, build a modern energy economy based on investment in renewables and, most crucially, ensure the United States remains fully committed to the vital goals set forth in the Paris Climate Agreement,” continues Marcario.

In the statement titled ‘100% Today, 1% Every Day’, Marcario declared the brand’s commitment to continue reducing its footprint and donating 1% of all sales every day to the same sorts of groups, which has to date totalled US$74 million in donations.

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Image copyright: saknakorn / 123RF Stock Photo

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