SUPPORT WWF WITH LOOK MATE LONDON’S TIGER SOCKS

Tigers and luxury socks may not at first glance, seem to be natural bedfellows. However, in a new departure for London sock experts Look Mate, their latest design partnership combines both their love for socks and an issue they are equally passionate about – tiger conservation.

Thanks to the efforts of the WWF, last year the number of tigers in the wild increased for the first time in conservation history. WWF still have an ambitious target to double wild tigers numbers to at least 6,000 by 2022, the next Chinese Year of the Tiger. It was therefore a logical step for Look Mate to team up with designer Hedof, himself a proud supporter of the environment and an animal lover. The result, the launch of ‘Tiger Socks’.

This month, customers can join Look Mate London and Hedof in their admirable efforts to protect our wildlife and raise awareness for the perseveration of these endangered animals. Look Mate London and Hedof are proud to be making a donation of sales of the Tiger Socks to WWF’s Tiger Protector campaign.

Vibrancy, ebullience, bold shapes, eccentric characters and bright colours are hallmarks of Rick Berkelman’s signature design particularities. His work has a cool attitude; casual yet clever, tactile yet professional. A passion for printing techniques gives his fresh illustrations a vintage feel. Rick lives and works in Breda in the Netherlands where he has produced commercial projects and exhibitions in his design studio Hedof for the likes of The New York Times, Heineken, Red Bull and PlayStation

For his design Hedof sought to engineer an idea that encapsulated “cool” and “fierce”; a sock that offered both subtlety yet bursts of flavour. The sock features a bold black canvas dotted with fruity pink and orange, alongside jungle motifs and, true to its name, the foot and ankle are adorned with cartoon-like tigers.

He adds “Awesome idea to raise money for WWF, I am very involved in the environment and the future of this planet and all its beautiful nature… I wanted to portray something “cool” and “fierce” on the socks, a little something that is hidden most of the time but every now and then you see a flash of the tiger that boosts your mood and feeling. I wear yellow and pink socks all the time …. but it is a little detail that shows who I am and I feel confident to rock some cool pink socks and I hope Look Mate’s customers will too”.

Look Mate London’s mission is to deliver “exquisite socks designed collaboratively”. Each pair is priced at £12 and the range will be available from mid March at www.lookmate.co.