A small promo product can have a big impact.

Just ask Sam Moses, founder and “chief socktologist” at Sockrates Custom Socks (asi/88082) in Toronto and Boca Raton, FL. Since 2018, when a Kitchener, ON-based distributor approached the supplier (the name is pronounced “Socrates,” like the Greek philosopher) and requested their collaboration on an end-buyer project, Sockrates has helped manage an annual custom sock fundraiser to benefit Wyndham House, a youth homelessness charity in Guelph, ON.

Each year, Sockrates works with the distributor and Wyndham House to design and sell high-quality Italian wool socks to raise much-needed funds for the organization’s operations – a campaign called “Socks for Shelter.”

Since 1973, Wyndham House has offered housing and support services to youth ages 16 to 25 experiencing homelessness, with staff available 24/7/365.

The 2022 “Socks for Shelter” – Sockrates sourced the wool pairs from Italy in custom colors.

The sock sale is promoted on social media and the charity’s website, starting in October and running through the end of the year. Sponsors who offset costs for Wyndham House by donating a certain amount per pair can also have their name printed on the custom tag.

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The socks have become so popular over the past five iterations that Wyndham House has started taking preorders before they officially go on sale. They sell an average of 4,000 to 5,000 pairs a year, with sales at about $10,000 – which goes directly to Wyndham House’s operations.

Past sock designs provided for the Socks for Shelter fundraiser.

“We sourced the socks from Italy, including the specific colors needed for the project,” says Moses, a recent podcast guest on The Social Angle. “They look forward to it each year and they love hearing how fast they sold out. The comments back from both Wyndham House and the end-users who buy the socks from them have been phenomenal.”