Omnichannel apparel brand Underworks launches charity campaign via social media

Rakshnna Pattabiraman

7th Jul 2023

Family-owned omnichannel sock brand Underworks will donate a pair of socks to vulnerable people as part of an online campaign.

Dubbed – ‘I Give A Sock’ – the retailer’s program will donate up to 20,000 pairs of socks, underwear and thermal essentials to those in need when people share an Underworks post on their Instagram feed or story.

Users are encouraged to use #IGiveASock and tag Underworksaustralia to help make a donation.

Underworks CEO, Sam Todaro, said the campaign allows people to play a “meaningful part” in helping vulnerable Australians stay warm during winter.

“Most people don’t donate their old socks to charity which is why there is a huge shortage. Basics like socks and underwear are things most of us take for granted and we want to change that.”

The socks will be distributed through Underworks’ charity partners including Thread Together, Foodbank Victoria, Lighthouse Foundation and The Salvation Army.