Patagonia set to donate all proceeds from Black Friday

London - Outdoor apparel company Patagonia has long since established its anti-Black Friday stance, launching its now iconic 'Don't Buy this Jacket' advert back in 2011. However, this year the company has decided to take its stance one step further by donating 100 percent of its global sales - from both its own stores and online - on November 25 to grassroots organizations.

"We’re just days from Black Friday, one of the biggest consumer shopping days of the year in America," said Rose Marcario, president and chief executive officer of Patagonia in a statement . "And as people think generously about family and friends, we also want to help our customers show love to the planet, which badly needs a gift or two (and still gets coal every year)."

"This year Patagonia will donate 100 percent of global Black Friday sales in our stores and on our website to grassroots organizations working in local communities to protect our air, water and soil for future generations." The outdoor retailer currently donates 1 percent of its daily global sales to the environmental grassroots groups, donating to date 74 million dollars.

However, during "a difficult and divisive time" Patagonia aims to connect more of its customers who love the outdoors with organizations who are fighting to protect them. The donations will go to small groups, who are often underfunded and under radar. In addition, Patagonia will also offer information in stores and on its websites on how customers can get in touch with their local groups and do more.

"If we don’t act boldly, severe changes in climate, water and air pollution, extinction of species and erosion of topsoil are certain outcomes," added Marcario. "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."

"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."

Image: Patagonia website