perhaps having gone one past his red bull limit,
Woods stumbled into the random shop that
would lead to an unprecedented epiphany - how
about socks? Once he saw them, he knew that
no other gift would suit his groomsmen better
than pairs of bright fuchsia socks. We didn’t
realize it at the time, but this was a common
experience among many guys. Around us, men
from every walk of life – from truck drivers to
investment bankers – were actively changing
the trends in men’s fashion and attempting,
with varying degrees of success, to fight
against conformity. Many of us will remember
the brief period in the late nineties when loud
ties festooned with cartoon characters became
acceptable. It was an attempt to market non-
conformity while selling consumers the idea
that they were somehow lampooning the status
quo. The problem, however, was that there was
also a point at which this weak form of rebellion
became the ultimate symbol of conformity.
What’s happening now is different. Unlike ties
that are on display for all to see, the beauty of
socks lies in the fact that they are generally
hidden from view. The only clue that a man
is taking a stand against the norms might be
a fleeting glimpse of colour seen as he strides
across the room. We fell in love with the idea
of socks that were not only funky and different
but that even tell their own story.”
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