Tis the season for slippers, and Dearfoams’ is prepping for the peak present-exchange holidays by introducing its new Gifting Squad, a multi-generational group of content creators selected by the brand to amplify its reach and engage a broad range of audiences, from Gen Z to grandparents.
The nine-member Gifting Squad will spotlight Dearfoams’ Fireside Collection of classic slipper styles, family pajamas, and novelty slippers on TikTok and Instagram from mid-October through early December.
“We wanted the Gifting Squad to feel like an extension of the Dearfoams family—warm, thoughtful, and all about spreading cozy vibes,” explains Justine Suh, president of Dearfoams, a division of RG Barry Brands. “Each person we picked has a natural gift for making everyday moments feel special. We weren’t chasing big followings; we were looking for creators who are genuine, creative, and love sharing comfort in their own unique way. Whether it’s gifting, styling, or just living life with heart, that’s what Dearfoams is all about.”
The Squad will also help to reinforce slippers’ appeal not just as a holiday favorite, but as a comfortable, practical, and fashionable style that can be worn long after December—a message the brand hopes will boost sales for footwear retailers.
“The Squad helps reframe slippers as the ultimate modern gift: something thoughtful, stylish, and surprisingly versatile,” Suh says. “They’re showing shoppers that comfort isn’t just a holiday moment; it’s a lifestyle. That fresh perspective brings new eyes and energy into the category, helping drive discovery and excitement at retail. When people see slippers styled and gifted in fun, relatable ways, it inspires them to think beyond the traditional—and that’s good for everyone in the space.”
Plans are to keep partnering with the Squad after the holidays. “This is just the kickoff,” says Suh. “The Gifting Squad gives us a new way to tell stories around comfort all year long—from cozy nights in and travel adventures to self-care Sundays. Comfort doesn’t have an off-season, and neither do we. We see this crew evolving into year-round brand besties who keep spreading the Dearfoams love, one comfy step at a time.”
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