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We're on a mission to

inspire personal bests.

Our Story

Socks are how we inspire and express ourselves. But while apparel shifted towards ‘active wear’ to compliment active lifestyles, we noticed that socks were left behind. To solve this problem, we set out to create a pair of socks that meet the technical demands of professional athletes, paired with premium design and comfort for any occasion. Out of a 500 sq/ft basement in 2016, our first pair of socks were created. Now 5-years later and millions of pairs sold, we remain focused on continual innovation and perfecting our all-day performance products.

All-day Performance. Everyday.

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Our dedication to performance is our most strongly held value, and we apply it across the board. We perform strongly as a team in the way we show up, as a brand in our focused mission, and in our reliable and diverse product offering.


Originality is our differentiator and is accomplished through our dedication to design. We believe that self-expression is a powerful driver, and our product reviews are a testament to that. We are inspired by our community and they are inspired by one another.


We're committed to mitigating and being accountable for our societal and environmental impact. We're in a fortunate position where we can prioritize sustainability—we have the drive, resources, and the loyal community to do so.

Moisture Wicking
Seamless Toes

Better Socks

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Take in the cool airy feeling with strategically placed vented mesh that allow your feet to regulate temperature and breathe, every step of the way.

Moisture Wicking

Wick sweat away and avoid blisters with our hydrophobic yarn blends designed to keep your feet cool and dry when you want it the most.

Seamless Toe

No more bunching and discomfort. Move seamlessly throughout your day. Happy toes means happy feet.


Adjustment-free cuffs that never fall down and allow you to focus on performing your best.

360° Arch Support

Prevent swelling and promote blood flow with the hugging support your arches need to combat foot fatigue.

Fitted Heel

Our specially designed Y-stitch heel seam provides a naturally cupped fit that promotes stability, so you can pick up the pace with confidence.

Our Team

Rob Fraser


Caroline Crawford

Product Director

Taylor Fraser

Marketing Director

Taira Doucet

Operations Manager

Jonny Mactinger

Sales Director

Emily Mah

Retention Marketing Manager

Cameron Giles

Performance Marketing Designer

Eve Sadlowski

Operations Associate

Laurent Rajotte

Retention Marketing Designer

Courtney Zylstra

Custom Creative Associate

Cat Manders

Customer Experience

Mia Langford

Custom Designer

Cari Smuts

Product Designer

Jay Wallace


Damien Surprenant 



Treat Specialist




Quality Control

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