One brand wants to do Thanksgiving traditions differently, which is why they established the Black Friday fund. The Friday after Thanksgiving is known as a big (if not the biggest) shopping day of the year in the United States due to retailers offering significant sales and discounts. Socially conscious fashion retailer Everlane is committed to "radical transparency" and "encouraging thoughtful consumption."
In an endeavor to educate people about the real costs and source of the things we buy, Everlane doesn't believe in sales. In fact, in the past the online brand also shut down its site on Black Friday. This year's Black Friday Fund receives 100% of the day's profits with a goal of collecting $30,000 to sponsor recreational facilities and gardens at one of their factories in Hangzhou, China.