Today, socks are finally getting some love with a holiday established in its honor for the first time.
In partnership with the National Day Calendar — which some businesses utilize to promote social media campaigns such as National Ice Cream Day and National Cookie Day — the Pair of Thieves brand has designated Dec. 4 as National Sock Day.
“This momentous holiday was created to give everyone in this great country an excuse to celebrate the item we all love — socks,” brand cofounder Cash Warren said in a statement. “Our hope is that Pair of Thieves and all other sock companies in the U.S. can collectively shine a well-deserved light on the most overlooked item in our wardrobes.”
The label will donate up to 1 million pairs of socks to charities that serve the homeless community for every social media post today that includes the hashtag “#NationalSockDay.” Additionally, the brand is offering consumers a free pair of socks with the purchase of a pair.
And the brand certainly takes its holiday seriously, spreading festive cheer and free socks while crashing the offices of Facebook, Red Bull and The Honest Company (a brand co-founded Warren’s wife, Jessica Alba) with a marching band, a mariachi group and Santa Claus leading the way.
Pair of Thieves founders Warren, Alan Stuart and David Ehrenberg launched the company in 2014 as a men’s sock label available direct-to-consumer online, and at Target stores nationwide. A men’s underwear line was later added, in addition to women’s and kids’ socks.
“We really focused on the men’s category because that’s an area that we thought needed to be improved, and because over the years our wives kept stealing our socks,” Warren shared with Footwear News in a previous interview.
Alba fronted the label’s new women’s cashmere-blend sock collection. The brand is currently carried in Macy’s, Opening Ceremony, Martin Patrick and Rob Robinson, among other select retailers. Prices range from around $10 for basic casual socks. Mom + Kid and Dad + Kids sets are $16.