To outdoor fashion brand Patagonia, Black Friday doesn’t have to come with chaos. Patagonia released on the Monday before Black Friday that all profit from sales, online or in stores, will be completely donated: “Patagonia will donate 100 percent of global Black Friday sales in our stores and on our website to grassroots organizations,” says company CEO, Rose Marcario. They expected the profit to total to two million, and their sales vastly exceeded that number. Ten million dollars will be donated to grassroots environmental groups who are “working on the front lines to protect our air, water, and soil for future generations,” according to Corley Kenna, Patagonia Vice President and Global Communications director.

Already, Patagonia has been donating 1% of daily profits, either in stores or online, to these environmental groups and other supporting charities. This may seem like an insignificant amount, but for the enormous producers the grand total exceeds seventy-four million dollars!

This recent March (2016), the brand raised thirty-five million dollars for solar rooftop installations.

Patagonia confirmed the donation was directly influenced post election. Lisa Pike Sheely, the Vice President of environmental activism at Patagonia, said, “We definitely came up with the idea after the election.” Patagonia’s founder, Yvon Chouinard, said in September 2016, “Trump is the perfect person to take us to the apocalypse,” (New Yorker) “The end of an empire, the end of globalism,” and “Like the dark ages.” The company’s rejection of Donald Trump may stem from his belief that climate change is a “hoax” and “created by and for the Chinese. ” To place into perspective of why this quote would make environmentalists opposed, China is the number one country in energy saving spending, 2.5 times as much as European spending. According to the International Energy Association, 90% of China’s energy is renewed/recycled, which lessens their carbon emissions by 2%.

Patagonia most likely has 2 goals: raise money if Donald Trump won’t, and raise awareness if Donald Trump won’t. The brands environmental activists recently set out on saving and preserving the “coastal plain of the Arctic National Wildlife Refuge,” (Cindy Shogan). “Not only do we need to protect the refuge from becoming a massive oil field, but we are now facing the challenge of climate change.”

Want to help the environment without the price of expensive Patagonia wear? The brand encourages readers and buyers to send a postcard, found in their monthly catalog, to president Obama saying, “Dear Obama, I’m asking you to protect the Arctic National Wildlife Refuge and it’s biological heart,” etc..

Want an even simpler excuse to explore the environment and rid the Black Friday chaos from your life? REI annually encourages the OptOutside movement, asking us to take the day to spend time outdoors.