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The sock market can seem daunting these days, with thousands of companies trying to leave their mark on your feet. I like to consider myself a sock connoisseur, qualified by a top drawer full of socks in all shapes, colors and fabrics. So, when I stumbled across doublesoul, I found myself readily prepared to decide if they were all they said they’d be.
doublesoul launched in June 2024, and has been making headway in the sock space collaborating with tastemakers like Orion Carloto, Olivia O’Brien and Pierce Abernathy. Their socks have been seen on celebs like Pete Davidson, Evan Mock, Camila Cabello and Emma
Chamberlain to name a few.
The company is the brain child of co-founder Allison Strumeyer (previously Operations at MIRROR and Asset Management at Blackrock) whose goal is to reinvent the values and feature set behind most socks on the market–which seem to be an afterthought to most leading brands. The brand spent two years before their launch obsessing over the industry and its antiquated practices in an attempt to surpass category leaders like Hanes and Nike.
"We couldn't understand why a product worn everyday, and more often than almost anything else in our wardrobe, had seen so little innovation in decades,” said Strumeyer.
I’ve been wearing the socks for a few weeks and I don’t think I can go back to my regular rotation. As someone with naturally sweaty feet (I know gross) I find these to be the most cooling pairs I’ve worn—probably thanks to the recycled, organic materials and ultra-aerated design. Their socks, which come in mid-calf, ankle, quarter and no-show silhouettes, feature a doubly-cushioned footbed, precision ankle tension to stop slippage, a seamless toe enclosure to reduce irritation, and a subtle heel tab to prevent blisters.
One of my favorite styles is the Bekah High Sock in Butter, which was designed in collaboration with Bachelor alum Bekah Martinez. These socks are the least basic way to let everyone know you’re a butter girl!
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I’m also loving doublesoul’s entire collaboration with writer, poet and resident cool-girl Orion Carloto–specifically the Orion Sock in Sacrificial Lamb–which look perfect styled with a pair of Mary Janes.
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If I’m looking to easily spice up my outfit, I’ll throw on a pair of doublesoul’s collection with singer/songwriter Olivia O’Brien. The bold cheetah and gingham are so on trend for the season, and make every outfit pop–even if I’m just throwing on sweats.
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If you are trying to pull off the “I’m just a girl” coquette aesthetic the Holly Collector’s Pack might be for you. The bow and bunny motifs are adorable and have become a staple in my wardrobe.
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doublesoul's exponential growth can be linked to their virality among Gen-Z’s on Instagram and Tik Tok, where the brand utilizes a limited edition collaboration model. doublesoul choses artists and creators like Orion Carloto and Olivia O’Brien, who have a cult following online, to create collections that speak to the brands light-hearted and whimsical consumers. Recent collections have featured bows, cheetah prints, quippy phrases and strawberries among others.
The brand encourages wearers to utilize socks as an accessory to an outfit rather than an afterthought or a means to an end. This idea coupled with its research backed design principles make it a lighting rod for success.
From the moment I was introduced to doublesoul, I became obsessed with the aesthetic they so carefully curated throughout their brand. After many wears and washes I can say not only are they visually pleasing, but also may be the softest and most comfortable socks I own. They are definitely worth adding to your collection.
Grab a pair (or three) here.
