Social enterprises can be highly productive and successful global businesses generating real social impact and benefit in communities. This case study has been prepared for Social Enterprise day 2022 (17th November), to highlight some of the great work being done by Social Enterprises. Founded in Manchester by Josh Turner in 2015, Stand4Socks are a case in point - trading to change the world one pair of socks at a time.
It began as a throwaway comment with friends in the pub back in 2014 – “what if socks could change the world?” Since Josh started the business whilst on benefits back in 2015, Stand4 Socks are now established as a global brand that supports the homeless and the UN Sustainable Development Goals, with business clients including Google, Oatly and Kellogg’s. Through a ‘buy one give one’ model, for each pair sold of their premium quality and often brightly-coloured socks, another pair is donated to someone experiencing homelessness.
The focus on homelessness for which they are now widely known came about as something of an accident. In the early years they supported a whole range of international charitable causes, with each sock design made to raise awareness of specific causes and a portion of sales donated to charitable causes – allowing you to show what you ‘Stand4’, literally through your socks. This could be to help fund a hospital in Gambia, measles vaccines for children in Bangladesh or conservation projects in Brazil. The global ambition to harness the power of socks to fund charitable donations attracted a lot of early press coverage, but it had led an overly-complicated business model that needed simplifying.
In the run up to Christmas in 2016 Josh had donated socks that were failing to sell to a few Manchester homeless shelters. After the third enthusiastic call back asking for more, Josh had a realisation:
“We were trying to make a difference supporting fantastic charity work around the world…but we were ignoring people closer to home. I discovered socks are the most requested item of clothing from homeless people - yet no one donates them”.
Josh set to work on a sock specifically designed for people experiencing homelessness, who often walk long distances each day and are at risk of serious foot health issues. The result is a pair of warm and hard-wearing thick socks built like a hiking sock - anti-bacterial and with dark colours to allow for long periods without washing. Built to the same high production standards Stand4 Socks are known for, Josh proudly states they are “the greatest donation socks in the world”. Recognising that the homelessness issue goes much deeper than those who are rough sleeping, Stand4 Socks have a range of designs used for donations socks to fit different needs. These might be more colourful fluffy socks for women’s shelters, those sofa-surfing with friends or family, or smarter black socks donated to charities that support people prepare for job interviews.
Since refocusing their homelessness support, Stand4 Socks have donated just over 300,000 pairs, partnering with over 600 organisations across the UK to help distribute the socks where they are most needed – everything from small volunteer and community groups to religious groups, food banks and charities of all sizes. Despite their global customer base, they continue to work closely with local charities including Emmeline’s Pantry, Mustard Tree, Street Treats and FareShare GM. Looking forwards there is the ambition to set up a foundation separate from the company to provide employment and training opportunities to homeless people.
Seven years after setting up Stand4 Socks, Josh is ever more passionate about the potential for business as a force for social benefit.
“I don’t mind the term social entrepreneur, but really I think of it as being a modern entrepreneur. It’s such an interesting hybrid space to be in - harnessing the power of business as the greatest force for good. Social enterprise is truly the future of business!”
Case study prepared by Owen Hewson, Social Enterprise Officer at GMCVO.
