Upscale Survival Supplies

One week after we began Socks for Japan, I received an email from Sangita Malhotra at Poochkis, a designer of luxury footwear. The company was “looking to start a one-for-one program for Japan relief, where people purchase one of our POOCHKISBASICS or POOCHKISNAKED and one is then sent to Japan through an official 501-c3 charitable organization.” They wanted to know if Socks for Japan would like to receive Poochkis luxury slipper-socks for distribution to survivors of the March 11 earthquake and tsunami. I said yes.

The company then integrated our information into its one-for-one matching campaign, and donated $12,000 worth of slipper-sock products:

Poochkis banner for Japan relief

For a couple of weeks now, we’ve taken boxes of the Poochkis luxury socks to select areas, distributing one pair per person along with other pairs of non-Poochkis socks. The company allowed our volunteers to receive and wear the products, so we know what we mean when we hand a high-end box to a survivor and say surreptitiously, “This is your lucky day! Take this luxury type — but keep quiet about it.” People love receiving special treatment and get a kick out of the joke that it’s arriving on the QT.

The following pictures show the Poochkis slipper-socks making their way through a huge shelter in Ishinomaki on April 7, just before the big earthquake later that night:

and here they are at street distributions the next day:

For a little fun, I told the lady below with her dog that the Poochkis pair was “the most cozy, comfortable, and cute slipper-sock to keep your feet happy” and that the “velvety, smooth slipper coats your feet with love and care, while making you feel like a sexy bombshell.” I took the language from the company’s promotional material and changed it to Japanese. The lady looked up at me from under her blue hat and asked, “What makes you think I don’t already feel like a sexy bombshell?”

Here’s what a pair of Poochkis looks like on a model at a fashion shoot:

and what it looks like on a survivor at a shelter:

I’d like to thank Sangita and the Poochkis company for supporting Japan during its crisis, and for taking care of our volunteer team with socks that really are a joy to wear. With their help, hundreds of people are now surviving in style.

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  1. Tommie
    Posted April 18, 2011 at 5:53 pm | Permalink

    Thank you so much for starting this campaign to help. My granddaughter and I have shopped and sent socks on two different occassions and it is a joy to see the faces of those who get them. Our thoughts and prayers are with all the people of Japan as they struggle to survive and become strong again. Many places in the states are having fundraisers to support the recovery and that is great to see.
    Thanks for the photos.

  2. Mary
    Posted April 18, 2011 at 9:38 pm | Permalink

    “What makes you think I don’t already feel like a sexy bombshell?”

    What a fabulous response!! Made me smile. 🙂

    Thank you for sharing the photos and for the good work you’re doing!

  3. Deron Woo
    Posted April 19, 2011 at 1:14 am | Permalink

    Good news always made people happy, I am so happy for the receiver, it sure will keep their feet warm and sexy……..hehehe

  4. Posted April 19, 2011 at 1:39 am | Permalink

    That is an awesome arrangement, Jason! $12,000 in luxury socks – and sexy, too! I hope Felix Salmon is eating his words right now (along with his socks). 😉

  5. jessieX0
    Posted April 20, 2011 at 8:23 am | Permalink

    Wonderful story!!! THANK YOU Jason and!! So heartfelt. God bless all.

  6. Nancy Yeo
    Posted April 20, 2011 at 9:32 am | Permalink

    Great job Jason & team for your relentless efforts! We cover you in our prayers. A word of encouragement: 1 Corinthians 15:58… “therefore, my dear brothers and sisters, stand firm. Let nothing move you. Always give yourselves fully to the work of the Lord, because you know that your labour in the Lord is not in vain” and Colossians 3:23 ….whatever you do, do it heartily, as to the Lord and not to men.” God bless you all.

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