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. It set an initial target of donating 6,000 pairs by Christmas; according to the company, that figure has already been surpassed, and the goal has since been raised to 10,000 pairs.
Donations are being channelled through three partner organisations: Little Village, Baby Bank Alliance and Baby Basics UK. The company says all three support families experiencing hardship and will help distribute the socks to the babies and children who need them most.
The Little Sock Company has been built without outside investment, and Saunders says she is keen to use its success to make a positive difference. With Christmas approaching, the brand hopes the campaign will prompt customers to help bring a little extra warmth to children in need this winter.