GOLDTOE

STEP BEYOND

The Situation

GOLDTOE had been a leader in the sock industry since 1934 best known for being a staple wardrobe piece in professional workwear. But when it comes to shopping for socks today, GOLDTOE hasn’t been nearly as exciting as the newcomers featuring cool collaborations and wild designs​. As the rules around fashion have begun changing in a more hybrid working environment, our brand positioning became less relevant.​ Today's new generation of working professionals were over the idea of having to choose between feeling comfortable or looking presentable. When working from home there's little need to wear shoes when socks are comfy enough, but many had started to notice their socks were beginning to fall apart​.

The Solution

With socks struggling under this new pressure, it was time to reevaluate if it was worth spending a little bit more for quality that will last longer.​ So we repositioned the brand as an alternative to socks that couldn't get much mileage to show that GOLDTOE crafts quality socks designed for the toll of modern life​.