100% for the Planet!

The Brighton Socks Co. gives away 100% of profits to charitable organisations that help the planet.

Say, what?! 100%?

Yes, 100%.

Ok, tell me more…

The business model

We believe that it’s no longer sustainable or ethical to set out to make loads of cash, just for the hell of it. 

That kind of thinking is based on a style of Capitalism that promotes an entitlement to big houses, fast cars and flashy foreign holidays, where business is generally only about rapid growth and financial gain. 

That just doesn’t feel right anymore. 

We now know that "Old Capitalism", with all its waste, pollution and excessive consumerism, feeds directly into the climate crisis. But as flawed and outdated as it so clearly is, Capitalism is still the only system we’ve got. 

As such, the Brighton Socks business model isn’t an alternative to Capitalism, it just offers an alternative way to do Capitalism. And until I think of something better, I've given this a working title of "New Capitalism".

Breaking the mould

  • The Brighton Socks Co. gives away 100% of profits

    Yes, you read that correctly.

    I’ll always be the only employee here, because the business model I use for Brighton Socks is a little bit different. After taking a capped salary in line with Brighton's Real Living Wage, as well as covering the deliberately minimal business running costs, we donate what's leftover to local not-for-profit organisations working hard to promote and support a low carbon lifestyle.

    On average, the profit equates to around £4 per pair of socks sold. With this in mind, we have the potential to do something amazing.

  • Radical transparency

    All of The Brighton Socks Co. accounts are freely available to log into and view any time you like. This means I’ve created a completely transparent business environment to demonstrate that I’m neither greenwashing nor making false promises, and this makes me wholly accountable to you.


    Whereas conventional businesses keep their accounts under lock and key, I call my way of doing things “radical transparency”. Radical, because this poses a challenge to the "Old Capitalism" way of doing things.

    And yes, I did say 100% of profits.

Charity

100% for the Planet? Sounds a bit bonkers, right? 

But think of it like this: you need some nice, new socks. 

You can buy them from a large, conventional retailer where the profits line the pockets of the already wealthy shareholders; or, you can buy a comparable pair from The Brighton Socks Co., where the profits are given away to support what I call (unofficially) “the cause”. 

We may change our charities from time to time but I'm very proud to announce that 100% of Brighton Socks' profits are given to Sussex Green Living. Click the link to find out more about the work that they do.