Silicon Valley’s Next Target for Disruption Is Socks
The Stance showroom at company headquarters in California.
Photographer: Rozette Rago for Bloomberg Businessweek
A single image from the United Nations General Assembly drew almost as much buzz as discussions about North Korea and climate change: It involved a pair of Chewbacca socks. Justin Trudeau, Canada’s boyish prime minister, donned the Star Wars-themed attire on-stage at various events in New York last month during the UN festivities. The sight of a Wookiee lurking about a world leader’s ankles went viral.
Chalk it up as the latest high-profile endorsement for a premium-sock startup that has managed to carve out a small place in popular culture. Stance has become the go-to hosiery of Hollywood actors, hip-hop stars, pro athletes, skateboarders, motocrossers and now at least one global leader. The San Clemente, California, startup accomplished this by making socks that promise durability, arch support and clever designs—and by cultivating a roster of celebrity investors, who promote the brand to fans. One backer, Jay Z, name-dropped the brand in his 2013 single “F.U.T.W.”