83.9 F
San Fernando
Friday, Mar 29, 2024

Expressive Sox Aim to Lift Buyers’ Mood

Keepers International, a sock manufacturer based in Chatsworth, launched this summer a brand that lets customers wear their emotions on their sleeve — or, more accurately, their socks. The “Smile Sox” product line comes in six moods: happy, grumpy, winky, jolly, goofy and smiley. Corresponding faces appear on the sock legs. “In today’s world, there’s a lot going on that you don’t want to smile about. We did this to create something that would be fun and happy and that makes people smile,” said Keepers President Paul Hockley. For more than 60 years, Keepers has made its business as a brand licensee for companies such as Neff Co., LRG, Coca-Cola Co. and formerly Walt Disney Co., and as a supplier to department stores and wholesale clubs like Costco and Sam’s Club. The company has been hesitant to jump into the direct-to-consumer marketplace, Hockley said, but it recently decided to enter the space to stay competitive and keep abreast of retail trends like online shopping. In late June, Smile Sox became available for purchase on the brand’s own website as well as Amazon.com Inc. “We’re going through the necessary learning curve and public relations process of getting them on blogs, getting them to influencers and doing advertising to drive people to our website,” Hockley said. He added Keepers will grow the brand by expanding its product line with new themes and expressions. The first iteration is Scary Sox, which debuted this month leading up to Halloween season. Hockley said Keepers is considering designs for Christmas, Easter and other holidays. Smile Sox are sold in bundles of six pairs for $18.99 to $21.99 and are available in “classic” or “fashion” colors.

Featured Articles

Related Articles