· Founded 2024 · Brooklyn · Privately held ·
Sock. Rebellion.
A marketplace that sells socks the way a good record store sells records — curated, crowded, and run by people who own too many.
We started in 2024 out of Mika Alvarez's apartment above a Bushwick laundromat, with one circular knitting machine and a bad idea about what socks could be. Two years later, we work with four independent makers across four cities and ship thousands of pairs a year. The machines are in different rooms now. The bad idea stayed the same.
· The manifesto · unchanged since day one ·
01
Socks should have an opinion. The ones that don't are underwear with arches.
02
A piece of clothing you can't trace back to a human hand is an industrial byproduct, not fashion.
03
Scarcity is honest. If we can only knit forty pairs this month, we should only sell forty pairs this month.
04
Dark mode, loud colors, and one good joke per product page.
05
No stock photography. Every image is shot in the maker's studio, usually on their phone.
06
The newsletter gets two emails a month. Anything more is noise.
· The honest stats ·
Two years in.
Still no VCs.
4
Independent makers on the roster
12
Pairs live right now
38 /day
Max combined knit capacity
6 days
Average turnaround per order
12%
Of each sale funds the maker
0
Outside investors since founding
2 /mo
Emails we send to subscribers
94%
Of customers order a second time
· Receipts ·
How we got here.
2024
One machine, one apartment
Mika sketches the first five designs and ships the initial 60 pairs herself, from a closet in Bushwick. Four sell out in a weekend.
2024
Kenta Ito joins
A cold email to a Higashi-Osaka sock mill turns into a three-year partnership. The first Ito-made pair drops in November.
2025
Frankie Doom signs on
We meet Frankie at a zine fair in Athens and launch her first 80-pair run the same month. Restocks still sell out in minutes.
2025
Lalo Ferreira joins
Every botanically-dyed pair sells with a 3-week lead time. We keep the waitlist and keep it honest.
2026
Drop 04 · After Dark
First UV-reactive drop. Biggest launch so far. Four makers, twelve designs, one clubbing-night story.
· The roster ·
Four humans, four cities.
· Non-negotiables ·
Things we will not compromise on.
Human-made
If a machine runs 24/7 making our socks, we're not interested. Everything we sell is tied to a specific human and a specific week.
Traceable materials
Every yarn source is documented. Every dye is named. We'll tell you which factory, which paddock, which mango skin.
Honest scarcity
We'd rather run out than pretend we have inventory. No "while supplies last" — the counter on every page is the real count.
“The most interesting new marketplace on the internet — not because of what they sell, but because of how specifically they sell it.”
It's Nice That · March 2026