On November 1, an online sock-athon will unveil a new line of organic socks with the Sierra Club brand. During the sock-athon event, for every pair of socks purchased, a pair will be donated to The National Coalition for the Homeless, and 10% of the proceeds will be donated to the Sierra Club.

"There are videos, blogs, superheroes, on line communities, and a second grader in Michigan, Catrina, all championing the Sock-athon. People are coming together in unexpected ways. A musician even wrote a song about the Sock-athon," said Diogenes Ruiz, the Sock-athon sponsor.

Sierra Club socks are made from natural organic and eco friendly yarns, including certified organic cotton and bamboo, and recycled synthetics, all with recycled packaging. The Sierra Club socks become available on line at 12:01 a.m. November 1st. Ladies and men's performance, dress and casual style socks are available in fresh colors with red, purple, turquoise and brown, as well as classic black, navy, brown, beige and white color socks.

One of the sock-athon volunteers, Anora McGaha said, "The vision to raise a million pairs of socks for the homeless, and a million dollars for the Sierra Club was so awesome, I couldn't resist helping out. It reminds me of paying it forward on the spot."