The Little Sock Company, a Hertfordshire-based children's brand, is running a Christmas campaign called No More Cold Toes, promising to donate a pair of socks to a baby or child in need for every order it receives.
Each order placed is matched with one donated pair, according to the company. The brand began with a target of 6,000 pairs by Christmas; that figure has already been surpassed, prompting it to raise the goal to 10,000 pairs.
Three charity partners handle distribution
To move the donations to families across the country, The Little Sock Company has partnered with three organisations: Little Village, Baby Bank Alliance and Baby Basics UK. All three work with families experiencing hardship and are described as helping to distribute the socks to the babies and children who need them most.
Founder built the brand without outside investment
The business was founded in 2018 by Katie Saunders, a mother of three, and has been built without outside investment. She says she is keen to use the company's success to make a positive difference.
With Christmas approaching, the brand says it hopes the campaign will inspire customers to help bring a little extra warmth to children in need this winter. The company did not disclose a running total of pairs donated.