Stepping Up

Comfort & Durability With Fibers And Fit

While the hosiery industry turns out constant innovations, Russell Fine decides what is right for REI stores nationwide. As product manager for socks, he helps decide which 20-25 brands like Thorlo, Wrightsock, Bridgedale and Lorpen line the shelves at any given time. The mix is a balance between brands, new categories, tests and keeping up with technologies in yarns and fibers. “Socks really are key to enhancing the enjoyment of any activity — running, hiking, everyday, etc.,” he says.

Fine gives a snapshot of current consumer behavior by sharing buying patterns at REI. For running, emphasis is being placed on sock height and padding. “We are getting more and more requests for lower heights (not necessarily a no-show but certainly tab or micro) and thinner, especially for those who run often and really know that their shoes have less room in them,” he says.

For hiking, traditional merino wool still dominates, but there has also been a recent surge in hybrids. “Hybrids have two dimensions,” says Fine. “(One is) padding in the ball and heel/Achilles areas, but with lighter, breathable mesh paneling on the top and part two is blends, either with merino or a merino alternative.”
Fine is also finding momentum in multisport, as well as in lifestyle introductions. “Our biggest challenges overall have been to stay current and keep the assortment fresh without losing a brand’s heritage/DNA, while being conscious of price points, and competition,” he says.

Focus on Fit: “We know what works with ultra-marathoners, but we don’t want to eliminate all the others who want a very promising experience,” says Jan Kimbrell, vice president of sales and marketing for Injinji. “Retailers want variety to cater to them.” So Injinji has customized socks for spring according to running style. The company researched how to create a running sock with appropriate cushioning, without compromising their proprietary toe technology. “Some people have better fat pads than others,” she says. “You can start with the thinnest midweight and customize it to your particular needs. It can be light-weight for the person who is used to Injinji or more for a person who feels like the princess and the pea, needing that extra layer.

UnderArmour has a new story to tell with the inclusion of ArmourFit technology in Spring 2011 Streamline and Dual Allsport offerings. Elevated support in key arch and ankle zones provide a tighter, more secure fit. With the Dual Allsport crew, a liner sock provides moisture transport, while a cushioned sock gives better traction.

Feetures! Pure Comfort performance socks use Durasoft, a combination of SuperSoft merino wool and rayon from bamboo for a soft, comfortable feeling. The socks incorporate a snug, supportive fit which is characteristic of the brand, and are available in three levels of cushioning to provide for walking, hiking, running and cycling enthusiasts.

Darn Tough Vermont is enhancing fit with the delivery of a new seamless knitting machine from Italy, which will be used to create light-weight running socks for spring. The machine performs a linking process that almost recreates the stitch after it is done knitting for a smoothing effect. A customer will be able to rub his/her finger across the sock and not feel a seam.

Demanding Durability: “Our sock is the best one out there and the most durable,” says Ric Cabot, president of Darn Tough Vermont. “We offer an unconditional lifetime guarantee. It’s very simple. If our socks aren’t the most comfortable or durable, send them back. You don’t need a receipt.” Cabot’s team, comprised of 100 plus employees, looks at every pair that gets returned. Fortunately, it is not many. There is a .0001 percent return rate. Of those sent back, most have weaknesses in the gore point of the heel and in the reinforcement above the heel area. Cabot takes it as an opportunity for improvement. “Now it’s almost impossible to get holes,” he says.

Cabot has witnessed companies attempting to follow his lead. “We saw a lot of effort place on design for design’s sake and to attract customers, but ultimately the products were disposable and didn’t last,” he says. “Now everybody is trying to be comfortable and durable. I personally wouldn’t guarantee anything not made in my own factory.”

Peter and Patty Duke, purveyors of SmartWool, built an entirely new company, Point6, on a quest for durability. While the duo introduced merino wool to the industry, they also saw issues arise with it over the long term. “As wool got exposed to the elements, the product started pilling and falling apart,” he says. “A lot of consumers stopped us on the street complaining. So we found a better way to make wool garments and meet trends, bringing a better product and value.”

Point6 employs a compact spinning yarn system. It’s a technique that takes the ends of the fiber that stick out and sucks them back into the middle to avoid creating holes. In the Outdoor Tech collection, the wool is on the inside and outside, with a stretch nylon as a matrix, sandwiched between the two layers for durability.


Finding a Niche: SockGuy sees an open opportunity for lacrosse socks as the sport grows throughout the country. According to US Lacrosse, youth participation in the sport has grown over 138% since 2001 to nearly 300,000 participants.

“Lacrosse is the fastest growing sport on the west coast plus it’s increasing in popularity on the east coast for both boys and girls,” notes SockGuy president Michael Foley.

Sof Sole is focusing on the court and beefing up its volleyball offerings. “It used to be just white and black but now many of the players are accessorizing their outfits with the socks in patterns and prints,” says Jeff Wheeler, vice president of sales for Implus Footcare sock division, which includes Sof Sole. “Tie Dye socks are also popular in that category and many girls will wear two different color socks, like a pink on one leg and a blue on the other leg.”

Thorlo is taking color beyond the sock with events surrounding their customized hues. “Experia Taste of Chocolate – Have Another Bite” will occur at Outdoor Retailer, complete with chocolate cake and iced coffee, to celebrate a color collection including turquoise, orchid, red, lime and orange, all paired with chocolate brown. For spring 2011, Experia will take a decidedly fresher appeal, with navy, purple and Carolina blue. “Some markets do better than others with a particular color, so the color collection is a way for the retailers to differentiate themselves,” says Thorlo marketing coordinator Tracy Harris.

UnderArmour is putting emphasis on the youth market with an increased push in youth styles. The Plaid Print No Show and Print Pack No Show offer fun firecracker and floral designs in purple, green, pink and turquoise blue color combinations. Turquoise also happens to be the Pantone 2010 color of the year. Point6 is expanding into the youth market with “itch-free” merino hiking socks with cushioning surrounding the entire foot and leg for $11.95.

On The Job: To cater to the military and law enforcement sectors, Wigwam is launching a Tactical line in August. Available in military green, desert sand and black, the socks are housed in camouflaged packaging and cater to the wearer on their feet for extended periods of time. “We want to keep them as comfortable as possible,” says Margaret Chesebro, director of sales for Wigwam. “They have a foot-hugging fit, are breathable, have FreshGuard and seamless toe closure.” The socks are guaranteed for two years.

To create hype around the launch, the company has started a sock exchange with US troops in Iraq.

“This is really a big effort to make something specific to them and marketed just for them, “says Chesebro.

Fox River Mills, who also runs a Socks for Soldiers campaign and whose reputation is built on making quality socks for lumberjacks and industry workers, is introducing a collection for Americans with jobs that entail spending hours on their feet. The Fox River Work Line features 16 styles for seven categories. Soft-Toe is for light manufacturing and nursing, Steel-Toe is for auto-repair and construction, Thermal is for logging and agricultural, and Work and Weekend is for office workers and educators. Western is made for medium-duty applications like ranching and agriculture, and allows for pairing with over-the-calf western boots. To round out the offerings Fatigue Fighter and Rugged Crew are for general medium-work duty. All of Fox River’s socks have been manufactured in the USA since 1900.

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