For four days Australian fashion brand Assembly Label has introduced a “choose what you pay” concept; it’s offering up to 50 per cent off the standard retail price of selected apparel and accessories in support of the Australian Marine Conservation Society (AMCS).

From today Thursday June 20 to Sunday June 23, all styles in its Choose What You Pay store are offered at up to half price, with three additional pricing options available so you can give more to the charity if you want to. If you opt to pay more, Assembly Label will match the amount and donate it.

For example, a $100 jumper is reduced to $60. If you choose to pay $65 for it, $5 goes to the not for profit, and Assembly will match it, making it a tenner for the AMCS. It’s all explained in this easy-to-read-graph.

The Australian label says it has introduced the concept because it wants to have a positive impact, and has chosen the AMCS because the independent charity –which has defended Australia's oceans for more than 50 years and is staffed by scientists, educators and advocates – aligns with the label’s ethos.

It says Assembly Label celebrates the Australian coastal lifestyle and a love of the oceans, so partnering with the organisation will help preserve the world’s waterways. AMCS says the biggest threat to our oceans and the wellbeing of marine animals is plastic pollution, and it has a campaign urging the Australian government to commit to banning harmful single-use plastics by 2023.

Assembly Label’s Choose What You Pay sale is on now until June 23 on selected products. Read about how it works here and shop the sale here.