I was meandering around the Source Fashion Show 2023 last week when I spotted one of the more visually arresting exhibitions: Critically Endangered. They sell luxury socks & sleepwear that raise awareness and funds for endangered wildlife; and even better 10% of every sale goes to the WWF !

The company came about because, Dom Desmond, its very personable founder was travelling in Borneo and wanted to do something to help the deforestation he saw and the plight of the precious Orangutan.

It was during this trip that Dom decided to create a sock company. And using funds from sock sales help protect the Borneo orangutan and their home. The idea quickly grew into a company that supports a wide range of the most endangered species on our planet and a greater range of products.

And that’s how Critically Endangered was born. But it doesn’t stop there. Their mission is to eventually help every critically endangered animal on the brink of survival by selling the most beautifully crafted, ethical products they can create.  If you want to know more, or just buy some great looking socks or sleepwear, go to https://www.criticallyendangeredshop.com/.

As he says on his website: “Wear your heart on your feet.”