A new U.K. sock brand specializes in denim-colored socks to style with jeans.
Denim Star recently launched a Kickstarter campaign for its first-ever collection of women’s socks inspired by sustainable denim. The U.K.-designed and made-in-Italy collection boasts five styles crafted in a rich indigo color—all with the goal to allow the wearer to achieve a head-to-toe denim look.
Founded last year by women’s knitwear designer Emma Brown, Denim Star is built on the idea that less is more. The GOTS-certified organic cotton socks are made using a single colorway, which the company says reduces waste materials and causes fewer emissions, and are designed for year-round wear. Additionally, all of the packaging is 100 percent recyclable.
The tonal designs, Brown said, add a “casual glam” look to jeans. Denim Star’s signature knits include: star burst, cozy cable, flower bloom, trailing vine and feather plume. Socks are offered in a variety of ankle, knee-high and over-the-knee lengths. Socks retail for $21.32-$53.41, Brown said.
The brand is also dabbling in embellished styles with 100 percent felted wool floral appliques. Just 10 pairs of each felted style is currently available.
“I believe it is important for all products to help look after the world as well as create beautiful adornments through sustainable production,” Brown stated on Kickstarter.
The company has already secured its first wholesale order with a Nottingham-based boutique, Brown said, adding that online retailers and “high street” boutiques are Denim Star’s prime retail targets. The brand offers three boutique-only bundles to stores in the U.S. and the U.K., ranging from 24 pairs for approximately $335 to 80 pairs for approximately $1,335—each with a 40 percent markup for retailers.
With a Kickstarter goal of $6,668, if raised, the company said it will use the funds to proceed with “manufacturing ethically” its first collection. Brown also has plans to launch men’s and children’s styles. The brand will revert to online marketing and seek collaborators if it misses the target.
Denim Star aims to have its first run of socks dispatched for delivery by March.