Everlane is starting a new Thanksgiving tradition. Instead of shuttering its virtual doors on Black Friday as it has in years past, the “radically transparent” online retailer will be open for business, albeit with a twist. In lieu of the door-busting sales it eschews, Everlane will be diverting all of the day’s profits—that’s 35 percent of the gross revenue on all orders—to its workers, specifically the ones who make T-shirts in its Los Angeles factory. “This is an opportunity to help people on Black Friday,” Michael Preysman, Everlane’s founder and CEO, told 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.”

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CONSCIOUS CONSUMPTION

Everlane, which never discounts and denounces sales as gimmicks born from artificially inflated prices, says Black Friday is just another way for “retailers [to play] games with each other.”

The company says it hopes to raise $100,000 through its Black Friday Fund to create a new employee wellness program that includes on-site doctor visits, a vision clinic, English lessons, and a subsidized healthy food program in partnership with Thrive Market.

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When Everlane piloted its Black Friday initiative in 2014, it raised enough money for its silk-garment supplier in Hangzhou, China, to build an outdoor recreation area for its workers, as well as install solar panels on their on-campus apartments.

“Every year, we come up with a different initiative and see how we can push the boundaries,” Preysman said.

+ Everlane

[Via Fast Co.Exist]