While some eagerly anticipate the shopping deals the day after Thanksgiving, Everlane is doing their Black Friday campaign differently. Instead of offering sales and similar promotions, the "radically transparent" clothing brand took an alternative route by donating 35% of proceeds to factory workers.
Following their charitable consumerism campaign last year, Everlane's Black Friday Fund aimed to redirect funds to their LA tee shirt factory. They hope to establish a wellness program there that would allow for free on-site doctor and vision visits, grocery delivery and kitchen upgrades for the factory plus onsite English classes. The Black Friday campaign has a goal of $110,650. Their site also highlights the stories of various factory workers in an effort to emphasize the humans behind the products.