It all started
in Borneo
I'd always wanted to see orangutans. They're pretty special animals. Orange, fluffy, massive, full of play and very very strong. Seeing them in the wild was mad.
But when I got there, what surprised me most was how much of their rainforest home had already gone. You'd be floating down a river surrounded by jungle, then all of a sudden you'd hit a huge area of ancient forest, cleared for logging or replaced by palm oil forests. It was pretty grim.
I couldn't really shake it after I got home. I'm not a conservationist, but it felt wrong to have seen all of that and do absolutely nothing.
So I started Critically Endangered Socks. The idea wasn't to make people feel guilty. The opposite. To celebrate these amazing animals and use the business to support the people working to protect them. Since then, together with our community, we raised over £18,000 for wildlife conservation.Then life
changed
Our son was born and had a difficult start. Like a lot of parents, our priorities shifted overnight. Growing the business stopped feeling important. Being there for my family did.
Watching him
discover the world is brilliant
He's three now and somewhere along the way he's become the reason this brand exists again. He gets excited about birds, bugs, puddles, lions, dinosaurs, ants, monkeys... He doesn't see animals as something you learn about. They're characters. Friends. Part of every game he plays.
It made me realise. People have to properly love wildlife before they want to protect it.
That's what Critically Endangered Socks is about today.
We'll always support wildlife conservation. That hasn't changed and it never will.
But today, we're just as interested in helping kids and grown-ups build that connection with nature. Through colourful socks, stories, characters, imagination. We want to make wildlife feel a little closer.
Because if a child grows up loving orangutans, tigers or sea turtles, there's a much better chance they'll want to protect them later too. And if a pair of socks can help spark that … well, that's a pretty good place to start.
