The outdoor standout announced this week that it will donate 100 percent of its global Black Friday sales, both in its brick-and-mortar stores and e-commerce website, to grassroots organizations based in local communities that work to keep nature clean and beautiful.
“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,” Rose Marcario, president and CEO of Patagonia, said in a statement. “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. We all stand to benefit from a healthy environment — and our children and grandchildren do, too.”
The exec stated that the recipients of the money are small groups that are often underfunded and fall under the radar. She added that Patagonia will also provide information in-store and online on how to reach out to the groups and join them in their environmental protection initiatives.
According to the brand’s statement, Patagonia already donates 1 percent of its sales to grassroots environmental organizations and has provided $74 million to several organizations date.
“At Patagonia, we will grow and deepen our resolve to protect what we love,” said Marcario. “We will fight harder and smarter, and use every means at our disposal to prevail for the sake of the country, the planet and the wild places and creatures that need our voice.”