The business secret behind wearing rebellious, intriguing, luxury and colourful socks. Real life stories.


A little more than a year ago the story People Who Wear Crazy Socks Are Rebellious, Intriguing And Successful from Elite Daily hit the internet, still today people are stumbling on it and keep sharing it.  To this day it has been shared more than half a million times. That is normal, who wouldn't want to be identified as a being rebellious, intriguing and successful?  There clearly is something behind crazy socks. 

The author demonstrate the link between the way we feel and the way we behave.  How emotional and the behavioural aspects of our lives are connected.  

As an extension to that idea, we were blown away when we started to hear stories form our customers that supported the idea that crazy socks were not only great icebreakers or great tools to connect with people, but they were even tools to sell, tools that became their trojan horse! (in a good way that is!)

"I tell you, every time I wear my Socks by William I close the deal. - Eric."

"Each time I wear my crazy socks, my client is noticing and the conversations start with ease about my socks! - Marc"  

We heard such stories numerous times, several of our clients who are offering a service or a product that requires them to visit their customers and take off their shoes and boots (think of insurance agents, financial planners, real estate agents, etc, the list goes on...) are saying it: my socks are contributing at closing the deal.  

That kept us puzzled about why that is.  Our research has shown us a few things...

We know for a while the importance of clothes in a business setup, wether we like it or not, appearance influences other's perceptions (Business Insider), perception is reality we often hear.   

But here is the best part, we discovered that it might not only be a perception thing but a performance thing as well as shown by this study: When Clothing Style Influences Cognitive Style (Association for Psychological Science),

“... clothing might not only influence the way others perceive a person, and how people perceive themselves, but could influence decision making in important ways through its influence on processing style,” the researchers write.  A more formal attire will make you elevate your game, will put you in a state of mind that helps you focus more easily on the big picture rather than the details. We like to think that this explain the impact of colourful men socks on closing the business.  

When being in a consulting role, our ability to excel on the high level and conceptual aspects might make customer feel confident and more tuned to trust. 

Of course your luxury socks are only a portion of your clothing but feeling confident in front of clients and behaving accordingly seems to have an effect on your approach, and yourself "powered by creative socks" seems to have positive consequences on your business successes.

One does not need to wear crazy socks to be successful in business, as long as you are not wearing dirty, overly used up or perforated socks you should be good to go! 

See our collection, try it and let us know how it goes for you!   

Sylvain St-Germain
Sylvain St-Germain