This holiday season, Gap is pairing up with sock maker Bombas to launch a special collection, designed to raise awareness for the most requested item in homeless shelters: socks.
The exclusive Gap x Bombas collaboration for adults and children will be available in select Gap stores globally as well as on Gap.com. For every pair sold in participating countries, Gap will give a pair of specially-designed Bombas socks to someone in need. The goal is to donate one million pairs to homeless shelters in participating Gap markets.
“Gap has always been committed to incorporating a positive social impact into our everyday business,” said Steven Sare, SVP of merchandising for Gap, in a statement. “We saw a natural partner in Bombas because their giveback component resonates so strongly with our values and those of our customers. We were also impressed by the innovative design of the socks that Bombas donates, as they’re specifically crafted to meet the particular needs of the people receiving them.”
Each pair of donation socks features reinforced seams for greater durability, an antimicrobial treatment to prevent the growth of odor and fungus, and darker colors to minimize visible wear.
Since its inception in 2013, New York-based Bombas has been committed to its mission of giving a pair of socks for every pair sold. To date, the company has donated more than 500,000 pairs in the U.S. Inspired by that accomplishment, fashion giant Gap has stepped in to help bring awareness of Bombas’ mission to a global audience.
“Bombas was founded because we wanted to help solve a problem that many people didn’t know existed,” said Randy Goldberg, co-founder and chief brand officer of Bombas.
Added David Heath, Bombas’ CEO, “With the support of Gap, we are able to bring an international spotlight to the issue that drives us year-round.”
Available in four different color combinations within each gender category, the Gap x Bombas socks, priced from $9 to $11, will be sold at select Gap stores in the U.S., Canada and Japan. Working with charitable partners Good360 and the National Coalition for the Homeless, all Gap x Bombas and Gap brand socks purchased in these countries, as well as Gap brand socks purchased in the EU, will contribute to the target of one million donated.
To further build on the campaign, Gap will generate attention and support for the issue through social media with the use of the hashtag #socksforall.