SOCKSSS' core idea is to elevate & highlight a simple & often ignored staple piece. To make it as best as possible, both in quality but also for our planet.

We started the concept around 2019 with the idea to create a platform which we could experiment with and build upon. The insight we started out with was the lack of attention ‘foot-garments’ had but most importantly, the lack of quality. Somewhere down the line we forgot about the product and stopped asking questions about why they’re usually… shit. We quickly realised how detailed socks can be and how great their quality can be, so that’s a big part of our daily operations, to make it better.

Oscar: I’ve got the fancy, self-claimed Creative Director title at SOCKSSS, one of the directors at SWIM CLUB and also producing music under the name GLOBAL BUSINESS with my brother. All these projects sort of intertwine and overlap each other. It is super nice when we can produce a film or stills with SWIM CLUB and produce music with GLOBAL BUSINESS for a project with SOCKSSS, it's a blast. As we’ve mentioned before, that’s sort of the point with SOCKSSS, to create this platform where we can experiment and do whatever we want. It’s very liberating.
Sean: I’m originally from Cape Town (South Africa), where I grew up in the surf and skateboard community. It was here that my attraction and curiosity surrounding the narrative of subcultures grew. This has had a big influence on me personally, but also on my understanding of the retail market, seen through the ever-selective nature of the Skate consumer. After a few years in London, I ultimately settled in Stockholm, where I’ve spent the last 10 years working in retail and operations, and running a distribution company. I’ve gone from pitching skate brands, such as Palace and Hopps, to stores in Scandinavia directly to running my own online store, to working within a Scandinavian distribution company. You might say I’ve gone full circle, and I’m excited to take all these experiences to help grow SOCKSSS.

Oscar: Sort of. Basically, we want to make socks sexier in a way.
Sean: We’ve learnt to appreciate quality and buy less, but better. As skaters, we couldn't find a pair of socks that met those expectations, as it was both important how you looked and what a sock could offer in both support, protection and style, so I guess this had an influence on us.

In the words of SWIM CLUB, the director of the film: “First of all, I can't believe no one has done this before. Runways are such a visually interesting phenomenon. People walk in a designated area and famous people sit and watch it from the front row. If you zoom out it’s a funny setup let’s be honest.”

SWIM CLUB: When we came up with the idea of the catwalk, it was kind of easy to set the tone for it. The nineties were amazing (having lived through it) when supermodels and hunk’s ruled the world. It was a time for sex and hedonism, something that was not part of the fashion world before. Maybe people were a little bit afraid to celebrate it on the runway. Glad they eventually did!
Oscar: As SWIM CLUB mentions, it was a time when fashion became democratized and everything weird was OK. The concept fits us perfectly, a genius concept. 

Sean: It’s more about the people who choose to wear them and elevate their vibe by us supporting that idea in the ways we can. We just did a community event with a friend that’s importing natural wines into Sweden and hired a factory/film studio with friends that are photographers, some DJs are contributing to the overall event, which in turn created a space for all to enjoy, where we linked his world with ours through SOCKSSS. By the way, leep your eyes open for a collaboration wine bottle, we want to do this on a global stage so we can have a community of people backing SOCKSSS and us backing them.
Oscar: As long as it’s fun, everything goes.

Sean: Yes, that’s right, using natural and/or recycled materials is something that feels right to us in combination with who’s making them. We want to offer our customers something that lasts beyond any previous expectations they may have. It goes back to our philosophy of buying less, but better.

Sean: We currently produce in Portugal and Japan mostly in family-run factories. Honestly, neither myself nor Oscar knew anything about production before hitting the go button so it’s been a steep learning curve, we searched through fourteen different factories until we found some that are up to our standards around quality and philosophy to create a ‘foot-garment’ that lasts beyond anything we’ve come across. There’s a lot of hand-dying going on in our gradient styles, sometimes up to four times, to achieve the beautiful design, it’s not such a straightforward process as one might think, (laughs).

Sean: Us too! (Laughs). We have no set-up or target marketing department over at SOCKSSS's headquarters, basically, we’re a unisex no-binary brand, therefore, we welcome everyone and have no set target audience, we do however think our customer thinks about what they wear and takes into consideration the environment when purchasing things. We’re kind of spread across the globe, but have more and more customers coming from the United Kingdom, France, Japan, the United States and Denmark.

Sean: Oscar is my favourite designer!
Oscar: Oscar is my favourite designer as well.

It’ll be another brand.