GOOD BUSINESS How one Sydney entrepreneur turned a Bondi Markets side hustle into a multimillion-dollar bin chicken empire

Sydney has spent years turning the ibis into a punchline. Now, Andres Herrero has turned it into a bestseller.

Over 50,000 pairs of Sydney Sock Project’s Bin Chicken Socks have now been sold, transforming one of the city’s least glamorous residents into an unlikely retail success. Better still, the business behind them is closing in on $1 million raised for Australian and New Zealand charities.

The idea began in 2018, when Herrero learned that socks were among the most requested but least donated items at homeless shelters.

At the time, he had recently graduated as an environmental engineer and was following the conventional corporate path. And despite having no background in fashion, retail or e-commerce, he took a range of socks to the Bondi Markets with a simple promise.

“You buy a pair. We’ll donate a pair.”

What started as a weekend side hustle has since grown into a multimillion-dollar business with a warehouse, a growing retail presence and customers around the world.

Its colourful designs draw on Australian animals, culture and causes, from bin chickens to sea turtles. Products have supported organisations including WIRES, RSPCA NSW, Books in Homes, DeadlyScience, Sea Turtle Foundation and Australian Geographic.

It is an impressive legacy for something commonly purchased at Christmas when you don’t know what else to get.

Now, with the brand’s busiest season approaching, Sydney Sock Project is edging closer to that $1 million milestone. So, if you’re trying to make up for the fact that you forgot Father’s Day (or are just super early in your Christmas shopping), perhaps this is your sign to consider a pair of ibis socks that do some good in the process.

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