“Our aim is to revolutionise the way people wear, think about, and look at, socks. In so doing, we want to make the world a better place, one pair of SOXKS at a time. Nothing more, nothing less. SOXKS are about daring to dream, about breaking free from a narrow, restrictive mould, and stamping one’s own sense of identity on the day, week, and lifetime ahead. “
SOXKS – A Revolutionary Idea
Sometimes it seems the world is afraid of creativity, of thinking outside the proverbial box, of standing apart from the crowd. Take, for example, Galileo Galilei, widely acknowledged as the ‘Father of Modern Science’. In his own lifetime he was persecuted for arguing that the earth revolved around the sun, and as a result spent the last years of his life under house arrest. We’re not the first people to call him a hero. He took on the entrenched views of a society much more powerful than himself and ultimately won. History throws up tens, hundreds, thousands of these characters. They are the movers and the shakers, the revolutionary individuals who change the way we think about every aspect of our lives.
Thankfully we still have many of those characters today. They and their spiritual forefathers are our inspiration. People like Jónsi Birgisson, the lead singer of Iceland’s coolest rock band, Sigur Rós, who writes songs in a language he has created himself and plays his guitar with a bow. People like Ai Weiwei, the Chinese artist, who constantly questions and challenges government propaganda despite the personal risk to his life. People like Jimmy Wales, founder of Wikipedia, who dared to dream of a world where millions of people might cooperate on one community project and create something incredible while expecting no material gain.
Our aim is to revolutionise the way people wear, think about, and look at, socks and in so doing, contribute to making the world a better place. Nothing more, nothing less. For too long sock-wearers have been bound in shackles by the ‘rules’ of fashion and dress-codes. The doors to a whole world of opportunity have been locked, bolted, and barred. We think we have the key to unlock those doors. We also have a battering ram, but we’ll try the key first.
Take a look around. Go on. Try to catch a glimpse of that little sliver of cotton peeking out from above your neighbour’s shoes. What do you see? Black. Or dark grey. But mostly black. This situation is the sign of a society in crisis. A society so afraid of individualism and identity that the vast majority of people feel compelled by a hypnotic form of dark magic to wear the same black socks as everyone else around them. The time has come for change. The time is ripe for a revolutionary movement that challenges this oppression. Sock-wearers of the world unite! We have nothing to lose but our smelly black socks!
The future we believe in is one of creative subversion: a future in which people wear not socks, but SOXKS. A future in which people pull out their drawer of SOXKS and see not a black hole of dark, relentless despair and uniformity, but a vivid rainbow of possibility. As you wake up and get dressed for work it may well be raining outside, but at least you will be able to slip on your shades, look at your SOXKS, and bask in the warm glow of opportunity. In the future, people will look at their SOXKS for inspiration, and ask ‘who am I, today?’ SOXKS are about breaking free from a narrow, restrictive mould, and stamping one’s own sense of identity on the day, week, and lifetime ahead.
Yet this is not only about you. This is about society. SOXKS are contagious. Not in a harmful, scary way, like bird flu or rabies, but a positive karmic contagiousness, that has the power to influence and inspire those around you. We have yet to commission our team of scientists to conduct a comprehensive study into this matter, but sporadic tests have revealed that catching a glimpse of hot pink or sky blue Soxks can increase the happiness levels of the observer by a factor of three. That, in other words, is roughly equal to watching a baby smile or finally making it to the toilet after a three hour car journey. That is powerful. So, what are you waiting for? You’ve been roused from your black-socked slumber and seen the light. You know that your choice of SOXKS opens a door to a new world of exciting opportunities to express who you really are and not just who society expects you to be. Ditch the socks and grab yourself some SOXKS! Galileo would.