Buying fitness socks is boring. We buy 3-packs or 6-packs of basic white, black and grey crew socks. These socks are designed to fill shell space and are made by brands that focus on apparel first, socks second. Socks here are treated like toothpaste or deodorant - we just grab them, we don't think about them. There's no story, no thrill, no identity. They are practical. We want socks to be emotional. We want socks to be exciting. This is why we want to make a sock. Here we go.