Patagonia has announced it will donate 100 percent of Black Friday sales from its website and global stores to charity organizations, and specifically to grassroots environmental groups. Donations are estimated to raise more than $2 million, according to reports in Fortune. The outdoor company explained in a blog post that the money will be donated to grassroots environmental groups that are “working in local communities to protect our air, water and soil for future generations,” and that are often underfunded. Aside from this Black Friday initiative, Patagonia already donates one percent of its sales to grassroots environmental organizations, a total of $74 million to-date, according to the company.

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