Universal problem

The laundry basket with single or orphan socks, the eternal search under the bed, behind the closet, in the washing machine for that other sock, throwing away a perfect sock because the other piece is damaged … Everyone knows this universal problem.

My son Tybo has had his personal solution for years: he just wears two different socks. Smart, but not optimal either because there is no match at all. I personally hate that. Even when nobody sees my socks, I want my complete outfit to be right. And I’m not the only one, right?

I knew I could find a solution for this and in 2013 I decided to work out this plan effectively. At that time I didn’t have a single gram of knowledge about raw material, the properties of yarn, the complexity of the sockindustry. Years of research and a number of training courses on fibres and entrepreneurship have provided me with many insights.

Concept, sustainability, quality

I knew from the beginning that I would bring quality socks to the market. But what is quality? For me: the ‘touch’ of material. The strength of the fibre. The usefulness factor. In relation to socks: I want warm feet in winter and no sweaty feet in summer. Quality is expensive, and often fragile. In short: I want wool socks and they are not allowed in the machine with any washing programme.
Quality also goes hand in hand with respect. Both are anchored, directly proportional. Without one, the other cannot be. Respect for nature and for each person who contributes to the realisation, from beginning to end.

The socks would also become sustainable. It became a complex quest. After a lot of trial and error, with a side-step to my own spun wire based on Dutch Alpaca, the decision was made to work with a blend with a high percentage of Italian merino.
Now there was still a big windfall and that lay in the concept itself, because, undeniably, of all sustainable solutions is the best and most obvious, the solution that has lasted for centuries, and that reads as follows:

`”Sustainability starts with not throwing away something that is not broken

Socks simply have to be endlessly combinable!

Everyone_has_a laundry_basket_full_single_socks

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