Once a year, the snowy town of Park City, Utah becomes the mecca for celebrities and movie industry insiders. Skiing the slopes and watching the newest movies by day, partying at the hottest spots at night—the Sundance Film Festival is where it’s at for wintertime Hollywood fun. And while movies and parties are fun, you know the celebrities are probably most excited for all the free swag they get. The Talent Resources Suite at the Sundance Film Festival is where the stars go to try out new gadgets, taste delicious gourmet food, and try on clothes. And the best part is, they get to keep all of it.

The exclusive apparel sponsor at the Talent Resources Suites for this year’s Sundance Film Festival is none other than Sean John, the clothing company owned by mogul Sean “P Diddy” Combs. Stars like AnnaLyne McCord, Paris Hilton, and Karina Smirnoff stopped by the TR Suites to pick up their free Sean John outerwear. But Sean John isn’t just giving coats away to rich people who can afford them—for every coat given away at the Sundance Film Festival, Sean John is donating a brand new coat to an at-risk New Yorker as part of the New York Cares Coat Drive (SMILE).

The coat drive, which benefits New Yorkers in need, has to date given out 61,790 coats to New Yorkers. Although individuals can no longer donate coats (the coat drive ended December 31^st), the New York Cares website encourages financial donations. While most companies are just giving away their goods at events like the Sundance Film Festival in the name of great publicity (who doesn’t want stars to be wearing around their clothes or using their gadgets), it’s refreshing to see a company who has figured out a way to benefit those in need through giving away their products.