A new collection of sustainably produced bamboo socks has been designed specifically for the Australian market.
Launching at the end of this month, Sexy Socks founder and CEO, Dave Hutchinson, says they wanted to create something that anyone visiting Australia would want to take home with them.
"We wanted to create something that was specific to the Australian market," he says.
“But not the usual touristy type socks you see everywhere. We wanted to create a product that spoke directly to our customers about something that made them think about Australia every time they put them on."
Originally scheduled for an April release, Covid-19 threw a spanner in the works as the severe lockdown in Sexy Socks’ home base, South Africa, shut down factories for almost four months.
"We are very excited about this range,” says Caryn Hanley, managing director of Buxton Hanley, Sexy Socks exclusive distributors in Australia and New Zealand.
“The designs are classy and capture a combination of Australian icons and aspects of life that are unique to or very much a part of our country.”
The range is launching in time for the festive season and is a great gift option for those who are passionate about sustainability, slow fashion and giving back.
Hutchison says there are more designs in the pipeline. "Our goal is to respond to whatever our customers need. We will talk to our customers and use that feedback to develop the range further."
The brand is also working on an underwear range. “I mean, who doesn't like matching socks and jocks?"
The mission behind Sexy Socks is to provide a pair of school socks to every child in South Africa who doesn't have a pair to wear because of the scale of poverty and unemployment there.
Hanley says she spoke with Hutchison at length about whether that mission should be adapted for the Australian market.
"At the end of the day, we just couldn't get past the fact the poverty levels in South Africa are so extreme and the need so great that it didn't make sense to try and do the same thing here. The beauty of the Australia range is that it allows you to buy something uniquely Australian, knowing you are having a direct impact on a child's life on the other side of the world."