The Little Sock Company, a Hertfordshire-based children's brand, is running a Christmas campaign called No More Cold Toes, pledging to donate a pair of socks to a baby or child in need for every order placed.
The company was founded in 2018 by Katie Saunders, a mother of three. It set an initial target of 6,000 donated pairs by Christmas, a goal that has already been surpassed; the business has since raised the target to 10,000 pairs.
To get the donations to families around the country, the brand has partnered with three organisations: Little Village, Baby Bank Alliance and Baby Basics UK. All three support families experiencing hardship and will help distribute the socks to babies and children who need them most.
Saunders built the business without outside investment, and the company says it is keen to use its success to make a positive difference. With Christmas approaching, it hopes the campaign will encourage customers to help bring a little extra warmth to children in need this winter.
How the campaign works
- Mechanism: one pair of socks donated for each order placed during the campaign.
- Target: raised from 6,000 to 10,000 pairs by Christmas after the original goal was exceeded.
- Distribution: handled with Little Village, Baby Bank Alliance and Baby Basics UK, which work with families facing hardship.
The company has not said how many pairs have been donated so far, or how the donations will be divided between the three partner organisations. The totals will depend on how many orders are placed before Christmas.