In perhaps an unprecedented move by retail, Patagonia has vowed to donate 100% of its Black Friday sales to grassroots environmental groups. Not only is this incredibly thoughtful and selfless, but worth its weight in positive branding. 

Patagonia already donates 1% of its yearly profits to the environment — a staggering $74 million to-date — but post-election, the company felt it needed to do something more drastic. CEO Rose McCaro explained on the Patagonia blog: "This year Patagonia will donate 100 percent of global Black Friday sales in our stores and on our website to grassroots organizations working in local communities to protect our air, water and soil for future generations. These are small groups, often underfunded and under the radar, who work on the front lines. The support we can give is more important now than ever."

Donations will include sales from both online and all brick-and-mortar stores, estimated to be around $2 million said Corley Kenna, the global director and communications and public relations at Patagonia in an email to Fortune

"The idea emerged from a brainstorming session as the company considered how to respond to the outcome of the presidential election as a way to keep climate changes and issues affecting our air, water and soil top of mind," she said. "We felt it was important to go further and connect more of our customers, who love wild places, with those fighting tirelessly to protect them."

Whatever your feelings on better sweaters or retro ski-inspired looks, take a gander at Fratagonia on Black Friday and save yourself some dough while helping to save the planet — it needs all the help it can get.