Vending machines can distribute everything from hot beverages, candy and soda to COVID-19 masks but the Sock Footage vending machine inside Upper Canada Mall in Newmarket is unique.
For every pair of funky, colourful socks purchased through the machine a second pair of basic men's socks drop out.
The concept behind Sock Footage's donation-with-purchase initiative is to encourage consumers to donate the second pair to a homeless individual in Newmarket.
Marissa Sheff launched the Sock Footage e-commerce website in August 2019.
"For me it was important if I was going to start my own business, something that was already a risky endeavour and that I had not done before, I wanted to make sure there was a give-back component to it."
Having worked for a sock manufacturer for several years Sheff was familiar with the industry but it was her experience as a volunteer that gave Sheff the idea of how her company could best give back to the community.
Sheff was a volunteer at the Centre for Addiction and Mental Health (CAMH) library. Because the library was opened to the public she had the opportunity to interact with both patients and members of the public who came into the library looking to escape the cold.
"I had a real good run at interacting with members of the homeless community through that experience," she said.
The vending machine, which Sheff calls "the way of the future," was launched in November 2019 at Sheff's Alma Mater Ryerson University. Due to school closures during the pandemic the vending machine was relocated to Upper Canada Mall in March 2020.
Sheff encourages face-to-face donations but said she knows that not everyone is comfortable with that so she designed the vending machine with a plexiglass donation bin attached to it which allows consumers to drop the socks in so they can be donated to Blue Door.
The plexiglass design was intentional, Sheff said, so that individuals who decide to drop the socks in will "feel like their involved with the donation experience."
The donation-with-purchase concept isn't a new one and many businesses donate merchandise to local charities on behalf of consumers but Sheff said that this system removes "an important touch point that is necessary."
She wanted her business to create an impact by allowing consumers to be directly involved in the process.
"For people who are interested in seeing where their donations are going they're more involved in the experience firsthand which creates an environment where they've had a really good experience of giving face-to-face and it propels them to want to do it again."
As a volunteer Sheff has seen firsthand how vital a clean, fresh pair of socks can be to people in the homeless community.
New socks are the least donated items of clothing but are one of the most important and most requested items at homeless shelters.
According to a study published by Dalhousie University, "Foot conditions were highly prevalent among homeless individuals with up to two-thirds reporting a foot health concern."
Homeless people often don't have the luxury of wearing shoes that fit correctly and a good pair of socks keeps feet warm and dry and can prevent friction that could lead to infection.
Sometimes a pair of socks acts as a shoe for someone who doesn't have them. Feet are often a homeless person's only mode of transportation and keeping them healthy is crucial.
Sheff's initial idea was to test the vending machine's success by launching it at several locations like hospitals, airports, universities and shopping malls but the pandemic changed everything.
After Ryerson moved its classes online Sheff connected with Oxford Properties and arranged to have the machine at Upper Canada Mall. She hasn't decided whether she'll invest in additional machines but her company's endeavours will always include giving back.
According to Sheff the pandemic has taught us that most people would like to be more charitable and she is trying to make it as easy as possible for those who aren't sure how to be.
"Collectively we can do these little things and they can make an impact."
