Patagonia to donate Black Friday sales to benefit the planet

US-based clothing company, Patagonia, received an incredible $10 million in Black Friday sales, five times its own projections, and will contribute every penny to help rescue the environment, as promised.

The high-end outdoor apparel and gear shop announced the record-breaking haul claiming that its customers’ “enormous passion” for the environment will support hundreds of grassroots environmental organizations across the world.

The idea, which users have dubbed a “fundraiser for the world,” came during an internal brainstorming meeting following the U.S. presidential election, according to company spokesperson Corley Kenna. Patagonia was seeking a way to highlight the importance of the environment and climate change.

Patagonia said in a release that the money raised from Patagonia’s Black Friday campaign will go to grassroots environmental groups, many of which are small, underfunded, and off the radar, that are “fighting on the front lines to protect our air, water, and land for future generations.

The company said that the science is screaming at us: We have a problem. By getting involved in their communities, they can raise their voices in support of policies and regulations that will protect wild places and wildlife, reduce carbon emissions, build a modern energy economy based on renewables, and, most importantly, ensure that the United States remains fully committed to the crucial goals set forth in the Paris Climate Agreement.”

Patagonia has long been an environmental steward, contributing 1% of daily global sales to environmental charities and encouraging customers to buy fewer coats to offset the fashion industry’s wasteful mindset. It debuted its recollection line of jackets and other apparel earlier this month, which are composed of as many recycled materials as possible.