NEW YORK — A pair of mismatched socks can either be a source of frustration or joy.
For many kids, creativity often trumps practicality. That’s why Little Missmatched, the apparel and home brand built on a collection of mix-and-match socks, partnered with the Ronald McDonald House here to launch its fall collections.
“One of the things doctors have told us is that kids get to express creativity through what’s on their feet because they’re usually in a hospital gown and not wearing shoes,” Arielle Eckstut, a founder of the brand, said at a breakfast preview on Wednesday.
Little Missmatched will also be the host of an online auction of mismatched socks from celebrities on its Web site starting May 2 through the end of the month. Proceeds go to the Ronald McDonald House of New York City. Sock combinations from celebrities including Teri Hatcher, Mischa Barton, Lindsay Lohan, Britney Spears and Ivanka Trump will be signed and framed.
In addition to socks, Little Missmatched is wreaking havoc for Type-A personalities in a number of new categories. Sleepwear, bedding, swimwear and cold weather accessories for kids and adults will launch at retail for fall.
The company’s founders seem to have their hearts in the right place. In lieu of giving goodie bags to overstocked editors at the event, they gave a box filled with socks and other treats to each child living at Ronald McDonald House.