Patagonia will donate 100 percent of global Black Friday sales from its stores and website to grassroots organizations working in local communities to protect the air, water and soil for future generations.

In addition, the company will provide information to customers about how to get in touch with the groups and be active in their own communities.

“These are small groups, often underfunded and under the radar, who work on the front lines. The support we can give is more important now than ever,” said Patagonia CEO Rose Marcario.

Outside of Black Friday, Patagonia also funds grassroots environmental organizations by giving away 1 percent of its sales, which to date totals $74 million.

“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,” Marcario said. “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.”

She continued: “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.”

Photo courtesy Patagonia