This Black Friday, as brands slash prices! and trumpet the best deals! and big savings!, one company is taking a very different route. Sneaker brand Allbirds is actually increasing its prices. 

Every product will be $1 more expensive on Friday, with all the extra money raised going to Fridays For Future, the climate movement founded by Swedish climate activist Greta Thunberg. 

“Black Friday deals may satiate momentary desire,” Allbirds said in a statement, “but their impact on the planet is a lot more long-lasting.”

The move may seem an act of self-sabotage, but a spokesperson for the company