The Little Sock Company, a Hertfordshire-based children's brand, is using its No More Cold Toes campaign to channel socks to babies and children in need over the Christmas period.
Under the campaign, the company has pledged to donate one pair of socks to a baby or child in need for every order it receives. The initial ambition was to give 6,000 pairs by Christmas; having already passed that mark, the business has raised its goal to 10,000 pairs.
The brand was founded in 2018 by Katie Saunders, a mother of three, and has been built without outside investment. The company says Saunders is keen to use its success to make a positive difference.
Getting the donations to families is handled through three partner organisations: Little Village, Baby Bank Alliance and Baby Basics UK. All three work with families experiencing hardship and will help distribute the socks to babies and children who need them most, according to the company.
With Christmas approaching, The Little Sock Company says it hopes the campaign will encourage customers to help bring a little extra warmth to children in need this winter.