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our roots

10 years ago, founder Dom Desmond lived in the jungles of North Borneo, working with the critically endangered orangutans.

Unfortunately 10 years later, the once lush rainforests are being destroyed by palm oil plantations and illegal loggers.

In 2017, Dom returned to Borneo and out there met an NGO called Friends of the National Parks Foundation who protect areas of rainforest and the animals that live within by buying and securing it. There are NGOs and charities like this all over the world, helping critically endangered animals. And it was during this trip to Borneo that the idea was born.

In 2017, Dom started Critically endangered socks, a company that supports some of the worlds most critically endangered animals by selling socks. For the first time in history, your socks drawer has the potential to protect wildlife the world over.