Samy Liechti who was once publicly humiliated for wearing mismatched socks during a shoeless Japanese tea ceremony. "One was grey the other was black and this made me think about socks," he said.
He didn't just think about socks he started blacksocks.com and for ten years the online company has been selling socks in Europe and now it's selling to the American man, but you don't just buy the socks, you buy a subscription for them.
The socks get shipped in slim boxes and there is no need to sign for the delivery.
Cashmere, cotton in all styles, but all black because, it's just easier that way.
Blacksocks expanded its merchandise. "The customer told us listen, we have a problem with underwear as well. Underwear and t-shirts," adds Liechti.
So if your man still struggles with buying socks just send him a subscription.
"Often men delegate the whole sock thing to women and so women they delegate it to us and everyone is happy," Liechti said.
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