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Toronto entrepreneur helps the homeless with her sock company

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Marisa Sheff, Creative Director of Sock Footage, stands next to her sock vending machine at Ryerson University in downtown Toronto. For each pair bought, the customer receives a free pair to donate to charity | Photo: Courtesy

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Those who are living on the streets have always been one of society’s most vulnerable, and now, their situation has worsened with Coronavirus.

 One Toronto Jewish entrepreneur has taken steps to help – indeed, sock-covered steps. In August 2019, Marisa Sheff launched Sock Footage, an online company that sells boutique socks to the customer, while also offering the customer a complimentary pair to give away to the less fortunate.

 She says that most people are unaware that socks are an item most in demand with the homeless, but least donated.

According to Sheff, the mission of her company is focused on social responsibility, “to empower individuals to engage in acts of kindness as a by-product of simple, everyday sock purchases.” 

 Donations are based on the honour system – where the customer can decide to give the pair away themselves, or ask Sock Footage to do so on their behalf.

“For me, I was trying to encourage people to give face to face, and for me it’s about reconnecting with community and the opportunity to see the impact of your donation,” says Sheff.

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 Sock Footage continues to deliver socks to one of their partner charities, Ve’ahavta, who has a mobile outreach van distributing much-needed supplies to those living on the streets.

 “We truly believe, and have witnessed firsthand, that being involved in the donation process has the power to change a life, while touching the lives of those in need,” says Sheff.

 Additionally, until the pandemic hit, Sock Footage had a sock vending machine at Ryerson University campus in downtown Toronto. “There is a large homeless community in the downtown core,” says Sheff. “And that vending machine is there to empower you to give.” Hopefully, in the Fall when students return, they can continue to buy, and give, socks.

 TheJ.ca salutes Ms Sheff on her efforts to “sock it” to the cold feet of the homeless.

Dave Gordon is the managing editor of TheJ.ca. His work has appeared in more than a hundred media around the world, including all of the Toronto dailies, BBC, Washington Times, and UK Guardian.

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Thank you for choosing TheJ.Ca as your source for Canadian Jewish News.

We do news differently!

Our positioning as a Zionist News Media platform sets us apart from the rest. While other Canadian Jewish media are advocating increasingly biased progressive political and social agendas, TheJ.Ca is providing more and more readers with a welcome alternative and an ideological home.

We revealed the incursion of anti-Israel progressive elements such as IfNotNow into our communities. We have exposed the distorted hateful agenda of the “progressive” left political radicals who brought Linda Sarsour to our cities, and we were first to report on many disturbing incidents of Nazi-based hate towards Jews across Canada.

But we can’t do it alone. We need your HELP!

Our ability to thrive and grow in 2020 and beyond depends on the generosity of committed readers and supporters like you.

Monthly support is a great way to help us sustain our operations. We greatly appreciate any contributions you can make to support Jewish Journalism.

We thank you for your ongoing support.

Happy reading!

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