South African sock brand with a social mission launches in Australia

If you are looking to add fashion with a social mission to your store shelves, then Sexy Socks might be just the product you are looking for.

For the brand’s founder, Dave Hutchisson, it all started one afternoon when he was trying to have a nap when his doorbell rang.

“At the gate was a homeless man, drenched to the bone and shivering, and all he wanted was some food,” he says.

“I brought him in and gave him some food, and set about finding some dry clothes for the man. While he was changing, I began to realise that there was no way that this man’s plight was unique. How many thousands of people are either homeless or living in a shack in South Africa, freezing and cold? Surely there was a way in which businesses can help?”

And that is how Sexy Socks was born. Committed to the idea of a-sock-for-a-sock, Sexy Socks promises to give away a free pair of school socks for every pair of Sexy Socks purchased. To this day, Hutchisson is amazed at the response every time the company does one of its ‘sock drops’ in an impoverished area.

“Too many children go to school without socks on their feet in the middle of winter because they simply cannot afford such luxuries. Sexy Socks’ mission is to change this.

“Our mission is to warm the toes of the poorest children on cold winter’s mornings, and we ensure that your ankles are the envy of the office. How? For every pair of Sexy Socks bought (which will brighten your conservative suit and bring style to your neglected, boring ankles), we will give a free pair of school socks to a child in need.

“This is done via our regular ‘sock drops’ where the team takes socks into schools in impoverished areas. A pair is handed to every child at that school, and it is always used as an opportunity to teach children that making a living and making a difference aren’t mutually exclusive.”

The socks have only just landed in Australia and Buxton Hanley is its exclusive distributor. The company chose Sexy Socks to bring to the Australian market because it believes in its mission and the visible difference it is already making both in terms of contributing socks to poor children, but also in the role it is playing in teaching and inspiring the children who receive these socks, explains commercial director, Caryn Hanley.

“In a time that the world needs more kindness it is inspiring to find companies that not only have a heart but also look after the environment.

“As curators of sustainable lifestyle products, we seek out suppliers who are actively involved in giving back either to their communities or the environment and were thrilled to find a brand that does all that while having a lot of fun.

“Giving back doesn’t always have to be so serious. You can be outrageous and feel good about your choices at the same time,” she adds.

Indeed, Sexy Socks are made of unique bamboo and cotton fibres, outrageous designs and shocking colours. They are stretchy. They are fitted. And they tend to go back to their original size. They are eco-friendly and ethically sourced. They are green. They are anti-bacterial, anti-odour and anti-chafe. And to top it all off, whenever you wear them you know a child who desperately needed a pair of socks has one thanks to you.

“Sexy Socks is about so much more than just adding a touch of the outrageous. It is the start of a movement, and it is our mission to prove that there are enough people who genuinely care about giving back to society to sustain our business model. Sexy Socks is a social enterprise.

“We are a for-profit company founded on a social vision. And we will make a difference.”

The brand will also be introducing a Sexy Jocks range in 2020.

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