Nathan called socks "literally the least interesting item in fashion," but he picked them because the slipping-ankle-sock problem kept reminding him, it's a very low-cost and overlooked item, and "a good stepping stone into the whole apparel industry."
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The idea came five years ago, in the middle of Covid, when Nathan was doing the one-hour lockdown walks and "my socks will keep fall off my heels cause I'm a millennial so I wear ankle socks." He had to "pull up my socks like 5 times in an hour," until he thought "why don't we just make better socks." Beyond the personal annoyance, socks made sense strategically: "we needed to prove the model with one very simple product, and that's why suck became a natural option." He adds that "it is a good stepping stone into the whole apparel industry because it's a very low cost item" and "a very overlooked product."