“She was a big help with the cashmere collection,” Warren told Footwear News. “I have her test out our products early on, and she’ll help with fit, feel, stretch and durability — the more technical things. When it comes to design, she’s got great instincts.”
The label’s limited edition women’s cashmere sock line retails for $50 each and is available on Pairofthieves.com, as well as two exclusive pairs at L.A.-based luxury boutique Jenni Kayne. Included in the new women’s range are a line of basic casual socks ($10) and Mom + Kid sets ($16).
“We created a great product that’s affordable and that’s our mantra, but part of this (cashmere collection) was to elevate the brand story and show that we can go upmarket and provide an elevated product and educate the customer,” he explained.
Warren said that the cashmere-blend socks offer the same comfort of typical cashmere, but the construction adds more versatility. “We put the normal elastic so it feels like a nice-fitting sock and doesn’t get baggy or loose,” Warren said of the machine washable collection.
Along with partners Alan Stuart and David Ehrenberg, Warren launched Pair of Thieves 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. “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.
Trendy retailers such as Opening Ceremony, Martin Patrick and Rob Robinson later joined its roster of partners, and more shelves will soon be stocked nationwide with its newest account. “We’re going to be in Macy’s top 30 stores this month,” Warren said.
Attracting digital and terrestrial customers will continue to be a part of the brand’s strategy, Warren added. “I think e-retail and traditional commerce can coexist,” he said. “For a brand to have retail presence, it’s important because there’s a trust factor and customers can experience the brand in a different way, then they come to our website and they are familiar with the brand and they will buy in bulk. It’s important for us to have a presence on both.”