Colourful socks are a part of stylish men’s and women’s wardrobe. Interestingly men have replaced women in this segment and men’s sock sale rocketed six percent increase in a decade. To match the growing demand Brands like Nike have brought in patterned stocks in bright colours costing around Rs 900 to Rs 1000 per pair. The trend of wearing colourful socks started in Europe and slowly moved to American market. Not only Nike but other luxury brands like Ralph Lauren and Macy’s started churning out colourful socks with different prints. “Consumers thinking about dressing up foot have changed. Like their apparel socks also become fashionable,” said creative director of high end fashion label Marni, Consuelo Castiglioni, According to him socks is an accessory that adds extra colour and texture to the outfit you wear.
E. G. Smith well known fashion designerspecialises in socks taking cue from his father and grand father. His socks are fun to wear and were the first who brought out bright coloured socks. When asked from where he got the inspiration to design bright coloured socks Smith said, “When I looked around street and saw people wearing colour wardrobes I thought why not colourful socks.” He is the main who credited to bring tie-dyed socks and Op Arts socks. “Though tie-dyed stocks are shown on a lot of couture runaways now a days I have been doing it for a while.”
Famous sock brand TEKO makes sock out of re-cycled polyester made from plastic drinking bottles and recycled industrial nets. Gorden Frazer founder of the brand said. “People buy my brand because they relate to the brands and its value. Our socks feel fantastic and so comfortable. Clients take them s their own.”
Like any other business, the focus in socks market is how to win over consumers interest. According to Gorden Frazer in the beginning you have to keep price within the reach of every pockets. “Even you may not get much profit but catching up with the market trend is important. Once you are sure your Brand is accepted by the retailers as well as consumers your problem is solved.’
Sir Paul Smith only the second fashion designer to be knitted by the Queen said that socks market is growing 20 percent every year. “Besides other apparel I design socks too and selling likes hot cakes. Old fashioned socks are out and now people look for bright coloured socks.” Smith said.