The Little Sock Company, a Hertfordshire-based children's brand, is running a Christmas campaign called No More Cold Toes, under which it pledges to donate a pair of socks to a baby or child in need for every order it receives.
The business was founded in 2018 by Katie Saunders, a mother of three. The campaign set out with a target of donating 6,000 pairs by Christmas. That figure has already been passed, and the company has responded by raising its goal to 10,000 pairs.
Charity partners handle distribution
To get the donations to families around the country, the brand has teamed up with three organisations: Little Village, Baby Bank Alliance and Baby Basics UK. All three work with families facing hardship and will help channel the socks to the babies and children who need them most.
Saunders built the company without outside investment, and has said she wants to use its success to make a positive difference. With Christmas approaching, The Little Sock Company says it hopes the campaign will encourage customers to help bring extra warmth to children in need this winter.
The company has not disclosed how many pairs have been donated so far, and the wider effect of the campaign on the families involved has not been independently assessed.