This is one way to celebrate #GivingTuesday: Outdoor clothing and gear brand Patagonia will give $10 million to groups supporting the environment after a record-breaking day of Black Friday sales.

The brand had expected to raise $2 million, it said in a statement.

“The enormous love our customers showed to the planet on Black Friday enables us to give every penny to hundreds of grassroots environmental organizations working around the world,” said the statement.

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The funds will be donated to environmental groups that Patagonia said are “underfunded and under the radar.”

“On behalf of these activists and every Patagonia employee, we extend a heartfelt thank you to our customers, friends and community worldwide who showed up to #loveourplanet,” the statement read.

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While most companies look at Black Friday as a chance to boost their sales ahead of the holiday season, it’s refreshing to see a company harness the opportunity to help the planet, instead.

The idea for the project came in the aftermath of the US election, according to a company spokeswoman. The company wanted to highlight the importance of the environment, Corley Kenna told Huffington Post.

“We felt that these were issues that united us and I think this is a demonstration that people agree,” Kenna told HuffPost. “Our customers agree.”

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Defend the Planet

Patagonia's Black Friday Scheme Just Raised $10M for the Planet

By Cassie Carothers