For this year's “Socktober” campaign, Smartwool has established a partnership...

For this year's “Socktober” campaign, Smartwool has established a partnership with Friends of the Lake District for its “Fell Care Days” campaign. “Fell” refers to the moors of the U.K.'s Lake District, a World Heritage Site, and “Fell Care Days” is an annual event there in which volunteers pick up litter, destroy rhododendrons, build paths and stone walls, plant trees, help preserve the habitat for red squirrels and so forth. The brand of merino wool activewear will be raising funds for the conservation group throughout October by donating £1 (€1.11-$1.22) for each pair of its socks sold by the retailers George Fisher, Ellis Brigham, Cotswold Outdoor and Snow and Rock. Larger donations can be made on the association's website. Smartwool, which became part of VF Corporation in 2011 through the latter's acquisition of Timberland, recently became a member of the European Outdoor Conservation Association (Eoca).