LEXINGTON, Ky. — A nonprofit has donated more than 20,000 coats to children across the commonwealth since starting more than a decade ago, with the goal of giving away thousands more. 

While many people are seeking holiday sales and discounts, Lexington advocate, hip-hop artist and leader Devine Carama said he’s giving a new meaning to finding a good deal.

“I'm trying to shift that mentality a little bit and think, 'OK, how can I go out and get something for the less fortunate during Black Friday?'" Carama said. "It makes sense for your own pocketbook, but then also you're blessed." 

Carama loaded up racks with brand-new coats Friday, storing them away for the 11th annual Believing in Forever winter coat drive. Stepping into another decade of donating, he said this year, they're aiming to help 2,600 children and students.

He added they plan to donate as far east as Pikeville while also helping Lexingtonians, and there's a need for almost a thousand more coats. Carama said the demand for coats shifts annually. 

“We had almost 4,000 requests four years ago," he said. "So now, we're right around 2,500. But with inflation, when we expand the territory that we cover, we're always going to have (1,000) to 3,000 requests."

"Every year, it looks different. But it seems like every year, we meet our goal.”

He said people may have different views and values about the holidays, but he hopes this time creates an urge to want to help young people, some of whom are now paying it forward. 

“Now we got kids that we gave coats to six, seven, eight years ago that are now coming back and volunteering," Carama said. "They were so inspired by receiving those coats. Now, they want to give back, and brand new coats is the way that we go."