Australian accessories label A_C Official has revealed that it used the Black Friday sales to donate products to a worthy cause.
During this year's Black Friday sales, the brand donated one bag for each one sold to a woman in need via Thread Together.
The move forms part of the brand's anti-Black Friday position, stemming from its anti-discount and over consumption stance.
A_C Official operates via an on-demand model so as to avoid over production and discourage over consumption.
This isn't the first time the brand has hosted anti-Black Friday activities, founder Tessa Carroll said.
"We don't believe in discount-marketing - after all, discounting under-values all of the innovative and exciting elements that go into our products and, unless you send it back to us for recycling, it’s likely to be around a while," she said.
"Each Black Friday we choose to do things differently, for example donating profits to environmental groups or participating in Black Fridye and encouraging people to dye their clothes rather than buy new ones.
"This Black Friday we partnered with Thread Together, choosing to give instead of take from the planet.
"For all A_C handbags sold on Black Friday, we gave one to those in need; underprivileged women who are returning to the workforce, have immigrated with nothing but the clothes on their backs and those escaping domestic violence and are starting life over again," Carroll said.