This past Monday, Fear of God’s Jerry Lorenzo and his staff filled up two trucks with FOG x Vans sneakers and merchandise. They drove to Skid Row in downtown Los Angeles, California to hand out the highly sought-after shoes and clothes to homeless individuals sprawled along the region. “I drive through downtown LA everyday. I pass through people sleeping in tents… people in sleeping bags on the concrete,” the brand founder said in the video. Having added: “The fact that I’m getting hit by all of my rich cool friends that definitely can afford to buy these that want free shoes… to the kids that stand in line for hours to buy a pair just to flip them, the value of the shoe to me is lost. I’m in a position to do something good and impact some people. That’s what we’re going to do.”

Take a look at the heartwarming video above and let us know your thoughts.