Toronto Hydro helps rationalize customers’ hosiery

Toronto Hydro-Electric System Limited announced a program May 7 to exchange orphaned socks for environmentally-friendly drying equipment.

Candidate Number 5678: a sock submitted to Toronto Hydro’s sock exchange.

            THESL found through a survey with Leger Marketing that nine per cent of Torontonians hold on to a lonely sock for at least a year while others (almost one in five) keep that lonely sock forever in hopes of a reunion with its ‘sole mate’. Toronto Hydro decided it could help customers battling the lonely sock syndrome in two ways:

            Take a Load Off: In partnership with Toronto-area The Home Depot Stores, Caplan’s Appliances and the City of Toronto, customers who purchase a new ENERGY STAR washing machine in the months of April, May and June (2010) will receive an $80 instant rebate, a $60 mail-in rebate from the City of Toronto, plus an eco-friendly indoor drying rack (valued at $68). ENERGY STAR washing machines not only save water and electricity; front-loading machines may also help to reduce the occurrence of missing socks.

            Toronto Hydro Sock Exchange: For those socks already widowed, Toronto Hydro is now offering the Sock Exchange. The first 100 customers who sent in a photo and brief description of their lonely sock to This email address is being protected from spambots. You need JavaScript enabled to view it. would receive a free eco-friendly indoor drying rack. All candidates were reviewed for compatibility with other socks in the database. Owners would be notified and matches will be posted on the website. For more information on both programs, go to http://www.torontohydro.com/wash.