On Labor Day, footwear brand Red Wing Shoes will “proudly” not put its product on sale. Rather, it’s encouraging shoppers to buy its shoes at full price because it’s donating 100% of its profits on Monday to workers who have helped to build this country.

“Labor Day is such a meaningful and important holiday for the people who make this country what it is,” said Dave Schneider, Chief Marketing Officer at Red Wing Shoe Company, in a statement. “We felt it was important to try to reclaim the meaning of this holiday and bring the attention back to where it belongs.”

Proceeds from Labor Day purchases will go directly to a number of organizations including Helmets to Hardhats, which connects veterans to construction careers; BuildStrong Academy, which supports home-building employment; Women in Non-Traditional Employment Roles  (WINTER), a non-profit supporting women in construction; Construction Career Pathways, which promotes diversity in construction trades and TradesFutures, which connects underrepresented workers to apprenticeship programs with the goal of placing them in high-quality construction jobs.

The idea for the Labor Day “non-sale” was developed by Red Wing’s internal marketing team. To promote the initiative, the company created a film that captures real-life iron workers working on a large-scale building project in New York City.  The film was directed by Leo Aguirre out of Stink Films. 

This isn’t the first innovative Labor Day push from Red Wing. Previously, in a campaign out of Droga5, the brand turned its stores into employment centers for trade workers in need of jobs.