This Brand Will Profit $0 on Black Friday—Here's Why

As big of deal as Black Friday is to consumers like us who love a great sale, it’s just as important of a day for retailers who will do tons of business within a 24-hour period. But one brand is forgoing it all. And for a very worthy cause.

Patagonia has officially announced that this Black Friday, the brand will see zero profit. Instead, 100% of the purchases made at Patagonia stores and online will go toward the protection and preservation of our planet and its natural resources. “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,” says the brand that’s famous for its outdoor gear and performance staples. 

Of course giving back to the environment is a part of Patagonia’s DNA, as it actively gives back 1% of every sale it makes to grassroots organizations that strive to protect the earth. But the label has totally upped the ante with this week’s Black Friday plans.

Below, peruse some of the winter-ready essentials from Patagonia. Just be sure not to check out until November 25 if you want to be a part of this admirable cause.

Are you more likely to shop for a brand that gives back to a good cause? Does this sway your shopping decisions? Let us know below.