Best Foot Forward

Lucy Jeffrey's love of animals has led to a successful sock business supporting wildlife conservation

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Lucy Jeffrey grew up in Kent, the Garden of England, surrounded by pets. From childhood she developed a deep love of animals an enduring love that has become the driving force of a successful business supporting endangered animal species around the world.

Bare Kind produces a vast array of colourful bamboo socks with delightful animal designs, with 10% of profits going to wildlife conservation and animal protection charities. It all started in 2016 when Lucy, aged 23, was ensconced in a post-graduate corporate job feeling like "a tiny cog in a big machine", with a yearning to do something meaningful for the planet.

She started dabbling in a side business, producing reusable straws after seeing the harm plastic pollution was causing ocean wildlife.

Thinking big, she then decided to expand and find a product that could support a multitude of endangered animals globally. She tried T-shirts and tote bags and then struck on socks.