Fashion and lifestyle have paved the way for new and innovative product categories in the apparel and textile segment, or rather it is better to say they have also reshaped some categories that were once considered too traditional. A prime example of this is ‘socks’ which has evolved from being just a utility to becoming ‘quirky’ and ‘stylish’.
The credit for this goes to Indian start-up brands like Thela Gadi, Soxytoes, SockSoho, Bombay Sock Company, Mint & Oak, Dynamocks, Sock Republic as these names in the sock segment have recognised the gap in the market, embraced evolving trends and addressed the growing demand for fashionable and functional socks that resonate with modern consumers, while simultaneously improving product quality. This shift in consumer preferences, driven by the desire for self-expression through clothing or accessory, has seen the demand for socks surge.
Creating a market on GenZ and Millennials’ nostalgic emotions
In the vibrant world of sock start-ups, several innovation brands stand out with their unique offerings. One such start-up is Thela Gadi, a Jaipur-based start-up founded in 2020 by Kapil Garg and Vidhee Singhania, which stands apart because of its revival of ’90s cartoons through officially licensed products, evoking cherished memories. Despite modest initial funding of Rs.20 lakh, the brand has achieved remarkable revenue of Rs.1.8 crore in FY ’23. Thela Gadi boasts a diverse product portfolio, featuring over 110 SKUs. Impressively, the brand has 40 per cent of its customer base residing in Tier- 2 cities and beyond. The company has ambitious targets, aiming for a revenue of Rs.5.5 crore in FY ’24 with a vision to be a leader in the segment.
Soxytoes is a Noida-based socks brand that offers quirky and expressive socks designs that align with internet trends, millennial lingo and pop culture. The founders recognised that fashion-conscious individuals use fashion as a means of self-expression. Soxytoes has successfully expanded from having an online presence to bricks-and-mortar pop-up stalls, offering a diverse range of socks, including corporate, athletic, diabetic care and compression therapy options. The brand is on track to reach a revenue of Rs. 50 million in the current fiscal year and is actively considering expanding into international markets.
Aayush Goenka, Founder of Soxytoes states that they have embraced personalisation and partnerships with D2C brands and influencers, propelling them towards remarkable growth and expansion plans into international markets. Additionally, they are actively considering expanding into international markets, with aspirations to make their debut in North America, Europe and Australia within the next three years.
The amalgamation of tech and duty-free stores creates a niche
Kanpur-based Balenzia is a prominent player in the premium socks industry, that offers theme-based socks inspired by TV shows, movies and other pop culture reference like F.R.I.E.N.D.S, Tokidoki and Harry Potter. It also offers high-quality socks for more practical purposes, like anti-skid working out socks or winter socks. Balenzia stands out from its competitors by having exclusive licenses from companies like Marvel, Disney and Warner Bros. It targets individuals aged between 18-45 with a ‘phygital’ approach that uses both physical and digital marketing strategies. The brand collaborates with fashion designers, athletes and influencers to create limited-edition collections and has partnerships with retail outlets and e-commerce platforms for widespread availability. Its airport outlets are highly popular among the youth.
| Experts believe that India’s sock start-ups are stepping into the limelight, showcasing remarkable growth and innovation. The promising trajectory of the start-ups suggests a bright future for the country’s socks industry. |
Sustainable to Bollywood approved stylish socks
Inspired by the Australian brand Bamboozled, Sock Republic embarked on a journey into the funky sock segment. Ankur Jain, its Founder was frustrated by excessive excise duties on imported bamboo socks and therefore he personally delved into creating a brand that aims to create high-quality, eco-conscious socks. The brand was the first in India to introduce 200-needle luxuriously crafted funky socks with high-resolution prints. Sock Republic’s collections feature a range of sustainable materials like organic cotton, bamboo and recycled polyester/nylon, striking a balance between fashion and ethics. With an impressive average annual growth rate of 25 per cent, the brand plans to expand its presence in India, collaborate with influencers and forge strategic partnerships to promote responsible fashion. In the next five years, its vision is to become a symbol of conscious consumerism, setting a benchmark for ethics and sustainability in the innerwear industry.
| Our sourcing strategy revolves around extensive samplings from multiple suppliers to get the desired material composition and pixel-perfect design for every single pair of socks. We prioritise working with partners who share our commitment to ethical practices, flawless quality and environmental consciousness. Ankur Jain Founder, Sock Republic |
Ankur states, “Balancing quality, affordability and sustainability is indeed complex. We’ve achieved this balance by sourcing materials through extensive sampling from multiple suppliers to ensure impeccable design and composition for each pair of socks. We partner exclusively with those who share our dedication to ethical practices, impeccable quality and environmental responsibility.”
Similarly Bombay Sock Company, co-founded by filmmaker Cyrus Dastur in 2018, is all about vibrant and quirky socks inspired by the spirit of Mumbai. In what can be termed as a heartwarming initiative, it donates a pair of socks to a homeless person for every pair sold, spreading warmth beyond fashion.
This start-up’s product portfolio is diverse, catering to both men and women and offering an array of socks types, including crew socks, ankle socks, ribbed socks, no-show socks, performance running socks and padded ankle socks. What sets it apart is its creative designs, featuring motifs like shark fins, Japanese waves, sushi, paper planes, cameras and digital glitches.
Bombay Sock Company’s commitment to sourcing is evident through its selection of the finest, softest yarn producers in India. It prioritises natural fibres, harnessing their anti-microbial and moisture-wicking properties for optimal comfort. Additionally, its socks are designed to conform to the consumer’s foot’s shape, with hand-linking and reinforced cuffs ensuring both durability and fit. The brand’s success with renowned celebrities like Ranveer Singh, Virat Kohli, Alia Bhatt and Bhuvan Bam, has propelled it into the spotlight. With an estimated annual revenue of US $ 1 million, Cyrus plans to soon double the revenue by adding more categories.
| The brand Hapso’s product categories include ankle, regular and crew-length socks, with 28 different designs suitable for all ages. Hapso prioritises quality, using 100 per cent combed cotton for exceptional comfort. |
Newbies creating Buzz: catering to a different audience
Headquartered in Hyderabad but manufactured in Trivandrum, Hapso is the newest to join the socks bandwagon. Established in 2023, its designer socks are both quirky and colourful including pineapples, beer mugs-themed socks and regional-themed designs. The brand is already gaining popularity, with strong sales at its recent pop-up at the Olam Festival signalling a promising future within and outside Kerala. Its Co-founders Vijith and Anees are quiet hopeful of sales and are exploring bamboo yarns products for further development.
On a very similar beat is Nukkad Studio which takes a unique approach, operating only on Instagram. Nukkad Studio has become a creative hub, offering a unique blend of art and comfort for fashion-forward individuals, while catering to very different tastes. The store is slowly revolutionising the socks segment by featuring art-inspired socks paying tribute to iconic painters like Munch and Van Gogh. Its Mumbai-based business is the brainchild of Akash Chaudhari, filling a void in the Indian market.
