Dive Brief:

• Web apparel retailer Everlane is tweaking Black Friday by giving all its profits from the day to help its Los Angeles factory workers. The retailer is not advertising any special Black Friday prices.

• The company has previously shuttered its site on Black Friday in protest of the day, but realized that its shoppers simply went elsewhere, according to founder and CEO Michael Preysman.

• The company aims to raise $100,000 to create new education and wellness programs for its factory workers, offering on-site health care, free groceries, and English classes.

Dive Insight:

Everlane has tried the Black Friday opt-out in previous years, similar to what outdoor retailer REI has done so visibly this year. But rather than send shoppers elsewhere to get what they're looking for, the retailer is attempting to tweak the day in a different way.

The company, which prides itself on sustainably made, American-made goods of high quality at what it says are fair-value, is apparently trying to give some meaning to the day beyond getting a deal or filling retailers’ spreadsheets.

"This is an opportunity to help people on Black Friday," Preysman 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.”