The Home Depot Canada Foundation is launching its first consumer-facing pop up, a Winter Warm-up at Toronto’s Stackt Market.

From Nov. 21 to 26, the brand will sell toques, socks, hot cocoa and Christmas trees. All proceeds from the pop up is set to be donated to the national charity Raising the Roof, through The Home Depot Canada Foundation, to help Canadian youth at risk of or experiencing homelessness.

“We have a tendency to be a little bit low-key about our community investment initiatives,” says Amy Bilodeau, senior manager of community investment at The Home Depot Canada Foundation, who tells strategy this activation presented an opportunity to appeal to a new group of customers who may not know the foundation exists, and to celebrate the spirit of the season.

“We know that during the holiday season, people are looking to be inspired to give,” Bilodeau adds.

Despite ongoing community efforts, youth homelessness continues to rise in Canada. According to Homeless Hub’s “Without a Home” survey on youth homelessness, 20% of Canada’s homeless population are between the ages of 13 and 24, and in any given year, at least 35,000 to 40,000 youth experience homelessness in Canada. The Home Depot Canada Foundation’s mandate is to remove systemic barriers that youth face, through community partnerships.

The Home Depot Canada Foundation and Raising the Roof’s partnership for the toque campaign also features new merch design, available in-store and online until the end of January.

The new look, Bilodeau explains, is in keeping with current workwear trends, designed to appeal to Home Depot customers, as well as younger demos, specifically.

To get the word out about its campaign, the foundation is doing media outreach and mailers, and exposing people to the products, leveraging a PSA and its associates too.

The foundation has had a five-year relationship with Raising the Roof, and drives direct support for the charity through its toque campaign. Bilodeau says what it loves about the organization, is that it also has smaller youth-based member agencies that they provide small grants to, allowing Raising the Roof to build capacity.

On Nov. 28, the Home Depot Canada Foundation will promote its Orange Door national holiday campaign as well, which since 2014 has pledged millions of dollars toward four core programmatic areas geared toward youth housing, employment and life skills, homeless prevention and research.