Fashion News

Blacksocks Sockscription cures the sad sock blues, for the man with everything

By April MacIntyre Oct 17, 2010, 21:43 GMT

Samy tells Monsters and Critics that all prices include worldwide shipping - no extra charges. The socks are also sent by regular US mail, no need to sign for any deliveries. "BLACKSOCKS has been selling sockscriptions online since 1999 - we are the Original," says Samy.

Swiss-owned Blacksocks.com, with a base now established in New York City, delivers men's wardrobe basics (socks, briefs and more) to busy men all over the world.

Blacksocks.com went bilingual (English/German) in 2001.  The company offers "sockscriptions" of men’s socks, fine undershirts, boxer shorts and briefs, and travel shave kits too.

The "Mad Men" of socks

The business, conceptualized by company president and founder Samy Liechti's resulting embarrassment at a Japanese tea house where his dodgy hole-y socks were revealed, capitalized on the idea that time-stretched, tech-savvy men can have these basic essentials sent to them so that the need to shop (or the inconvenience of not having the right men's accessory) is eliminated, creating a time surplus for any executive.

After graduating from college with a marketing degree, Liechti went into the advertising agency business. Samy's story goes that he accepted a dinner invitation with Japanese business executives that same evening. He ran home to put on proper business attire and grabbed two black socks (or so he thought) from his sock drawer. Feeling good about his big meeting, Samy was ready to impress his bosses, peers and Japanese colleagues. 

Samy's sad hole-in-the-toe socks, mismatched at that, were the wake-up call for this Swiss man to create a product that would serve a segment of the retailing world, working executive men, who might need help keeping up their basic undergarments.

A wide variety of men's dress socks are available

When asked what Samy's best career advice for someone who wants to create a niche successful business, Samy says, "Find a simple business idea, and run with it. My thought was, wouldn’t it be wonderful if men never had to worry about misplacing or matching socks again? Because who really wants to shop for socks? Could we receive new pairs of socks in regular intervals, all in the same style and color, so our sock drawers could replenish themselves? It’s often the simplest business ideas – the ones so obvious that no one thinks of them – that boom. To date, we have over 50,000 customers in over 70 countries who never have to shop, sort, or search for socks again."

New "Classics" are introduced

Blacksocks’ new Classic Merino Wool Socks were made for Samy's customers with a penchant for outdoor adventure.  They are crafted in 75% merino wool, typically used in high-end, performance athletic wear.

Merino wool is superior to synthetic fabrics in every way. Used by runners, hikers, skiers, mountain climbers and cyclists for body temperature regulation and drawing moisture away from the skin, these advantages are now available exclusively to Blacksocks customers. The Classic Merino Wool Socks also contain 25% polyamide, used to reinforce the heel and toe areas.

“Merino is a wonder wool, finer than conventional wools with a silky feel against the skin. Its threads are excellent at keeping your feet toasty in the chilly winter months. They neutralize odors by allowing your feet to breathe and, surprisingly, act as an antidote to sweat,” said Blacksocks president Samy Liechti. “Quite simply, the Classic Merino Wool Socks are some of the most comfortable socks around. Their softness needs to be worn to be believed.”

Known for its innovative “sockscription” service that delivers socks to your door year round, Blacksocks carries men’s socks, fine undershirts, a line of boxer shorts and briefs, and travel shave kits, all available via subscription. Manufactured in Northern Italy in accordance with the Oeko-Tex® Standard 100, Blacksocks socks are allergy-proof and thoroughly tested for quality.

How does the sockscription work?

Select which item you want and how often you want them delivered
 (for this example, let’s order 3 pairs of calf socks to be delivered 3 times a year)
Press the Add to Cart button and submit your order
In 10-14 days, 3 pairs of high-quality black socks arrive by mail
4 months later, your second delivery of 3 pairs of socks arrives by mail
4 months after that, you receive your final delivery of 3 pairs of socks by mail
11 months from when you placed your order, an email arrives asking whether you would like to renew your sockscription.

Blacksocks even sells Ski Socks

Samy tells Monsters and Critics that all prices include worldwide shipping - no extra charges. The socks are also sent by regular US mail, no need to sign for any deliveries. "BLACKSOCKS has been selling sockscriptions online since 1999 - we are the Original," says Samy.

Since its North American launch in 2009, BLACKSOCKS items have been purchased in 32 states and three Canadian provinces.

Blacksocks’ world headquarters are in Zurich, Switzerland. The US offices are in New York City. For information and customer service, email help@blacksocks.com or call 212.255.8910.