Sustainable clothing label Everlane has used Black Friday to introduce a non-sale, where all profits from purchases made today will be going towards their factory workers who sew the t-shirts in their LA based factory.
CEO Michael Preysman stated;
“This is an opportunity to help people on Black Friday. The other piece of it is just to reflect on what it means to be consuming & buying gifts for people when there are others in the world that can benefit from our help. This is our way of finding balance in those two things.”
Believing in the importance of a transparent, healthy supply chain, the ethical clothing label has opted out on Black Friday altogether in the past, shutting down its website in protest against mass consumerism. Since 2014, however, they decided they wanted to make a change rather than ignore the day completely.
The company aims to raise $100,000 today, with the goal to create a new wellness program which will offer factory workers on site health care, free groceries and english classes. Last year they raised funds for the silk factory they partner with in Hangzhou, China. They also raised money to buy the workers solar panels for their on campus apartments. Preysman explained that he wanted to push the boundaries each year, coming up with different initiatives each time.