Veja is sitting out of the Black Friday mania this year. The sustainable sneaker company announced on social media that instead of promotions, they will offer customers a free sneaker repair in one of its cobbler locations.

In June 2020, the company launched the Darwin project to minimize waste with a facility in France that cleans and restores worn sneakers and recycles those beyond help. That was just the start.

The ongoing project now comprises five cobblers around the world at store locations including in Paris, Madrid and Berlin, with the goal to double that in the coming years.

By “cancelling” Black Friday, Veja is looking to continue on its sustainability mission, which supports the larger circular economy. Plus, all sneaker brands are accepted for repairs — not just Veja shoes.

Earlier this month, it was announced that Veja would be taking home the FN Achievement Award for Sustainability Leadership. The ceremony will be held on Nov. 29 in New York.

Since its inception, the brand has been steadfast about transparency and minimizing waste as it creates highly coveted lifestyle and performance shoes. Its dual focuses have garnered the adoration of the fashion elite, as well as like-minded partners such as Reformation, with whom it launched a buzzy collaboration this year.