Many brands and retailers are still trying to figure out the best course of action for them on a day like Black Friday. However, clothing start-up Everlane has always had a clear message when it comes to the shopping holiday. In 2012 and 2013, Everlane shut down the site completely on Black Friday and last year the site decided to donate the profits made on the day to support the factories it works with. Everlane will donate its profits as part of a program it calls the Black Friday Fund for the second year in a row, according to Fast Company.
The company's goal is to raise $100,000 this Black Friday in order to create a new wellness program for Everlane factory workers. The program will provide those employees with on-site health care, English classes, and free groceries (rather than free lunches because a majority of workers bring lunches from home).
"This is an opportunity to help people on Black Friday," founder and CEO Michael Preysman tells Fast Company. "The other piece of it is just to reflect on what it means to be consuming and 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."
Last year, Everlane set its goal at $30,000 with hopes of improving the silk factory it partners with in Hangzhou, China, where factory workers live on-site. Everlane built solar panels for the workers's apartments at the factory site.