San Francisco-based sustainable footwear brand Allbirds has announced that it will be breaking with tradition on Black Friday this year, raising its prices by $1 and donating the extra proceeds to the combat against climate change.
Pieces across Allbirds’ collection will be affected by the temporary price rise, with the company’s classic Runner model, for example, costing $96, rather than the usual $95, while the TrinoXO Tee will see its price increase from $48 to $49.
The extra $1 received from the sale of each piece will go to Fridays For Future, the international climate movement founded by Swedish youth activist Greta Thunberg.
“Black Friday deals may satiate momentary desire, but their impact on the planet is a lot more long-lasting,” said the company in a release. “That’s why Allbirds wanted to do things a bit differently this year, flipping tradition and doubling down on our commitment to sustainability.”
The brand, which is a certified B Corp, explained that its decision to ask customers to “Pay it to the Planet” is particularly significant this year, as the Covid-19 pandemic “has pulled back the curtain on the fashion industry and has revealed it is gluttonous ‘more is more’ mindset.”
Founded in 2014, Allbirds has consistently criticized the mass production practices of the fashion industry and sought to adopt a more sustainable approach to its business. The company, which recently closed a $100 million funding round, manufactures its products from natural materials such as eucalyptus tree fiber and merino wool.
With its latest Black Friday initiative, the brand joins companies like Patagonia and REI, which have also moved to turn away from what they see as the excessive consumerism of the shopping holiday.
In 2016 Patagonia announced that it was donating all Black Friday proceeds to environmental organizations, while REI is now in the sixth year of #OptOutside. This campaign sees the retailer close its stores on Black Friday and pay its employees to take the day off in the great outdoors.
Black Friday 2020 takes place on November 27th.