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The decision was made after the election.

November 22, 2016

Outdoor clothing and gear company Patagonia announced it will be donating 100 percent of its global sales this Black Friday “to protect our air, water and soil for future generations.”

The donations will go to grassroots organizations in local communities focused on environmental issues. Since the organizations are smaller, they can often be underfunded and go under the radar, according to Patagonia, which is why the company will also be putting up information in their stores and online about the groups.

“We definitely came up with the idea after the election,” said Lisa Pike Sheehy, vice president of environmental activism at Patagonia, " target="_blank">according to CNN Money.

“The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country,” CEO Rose Marcario said in a statement. “We all stand to benefit from a healthy environment—and our children and grandchildren do, too.”

The company regularly donates one percent of global sales, but is upping the ante for Black Friday.

To date, they have donated a total of $74 million, according to the company.

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