Crisis and Stand4Socks — Turning Every Step Into Impact
Overview
In a collaboration grounded in purpose, Stand4Socks partnered with national homelessness charity Crisis to create a custom-designed sock that did more than just look good—it helps end homelessness. This partnership brought together two organisations committed to long-term, tangible change, and transformed a simple retail product into a tool for awareness, giving, and impact.
The Partnership
Crisis operates across the UK, offering life-changing services to people experiencing homelessness, while campaigning to end homelessness altogether. Stand4Socks, a certified B Corp, shares a similar mission—using socks as a vehicle for social change by donating specially designed, high-need socks to those without a safe place to call home.
Together, we created a limited-edition Crisis x Stand4Socks sock that was sold across all 17 Crisis retail stores nationwide, as well as through the Crisis online shop, the Stand4Socks website, and selected ethical stockists. The sock design was unique to the partnership, highlighting Crisis’s bold branding and powerful message of change.
Socks That Give Twice
This wasn’t just another charity product. With every purchase of the Crisis sock, customers contributed in two critical ways:
100% of profits from the sock went directly to Crisis, funding services and advocacy work aimed at ending homelessness in the UK.
A second pair of socks was donated to someone experiencing homelessness through Stand4Socks’ donation network, including Crisis outreach teams.
The donated socks weren’t just symbolic—they were co-developed with input from charities and frontline workers to ensure they meet real-world needs: antibacterial, durable, and comfortable, offering practical support to those sleeping rough or in temporary accommodation.
Nationwide Reach, Local Impact
By distributing the sock across all Crisis stores—from London to Liverpool—this campaign allowed customers to support a cause in their own communities. Each pair sold helped fund the charity’s housing and employment services, while also meeting immediate needs through sock donations to local Crisis centres and shelters.
This dual-impact model gave retail staff, volunteers, and customers a tangible story to tell—transforming everyday sales into acts of compassion. It showed that even something as simple as a pair of socks can be powerful when paired with purpose.
Results and Reflections
The Crisis sock campaign was not only well received, but also generated wide engagement across digital platforms, newsletters, and in-store conversations. The visual appeal of the product, combined with its clear mission, made it one of the season’s most meaningful gift purchases. More importantly, it reaffirmed a shared belief between our teams: that business can—and should—be a tool for social good.
For Crisis, it was a chance to offer supporters a practical way to give back. For Stand4Socks, it was a proud step forward in proving that ethical retail can create real-world impact.
Let’s Do More Together
This collaboration showed what’s possible when purpose-led brands and mission-driven charities unite around a common cause. If you’re a retailer, corporate partner, or charity looking to create your own product with purpose—we’d love to help you bring it to life.
