Byline: JOANNA BOBER
NEW YORK — Danskin Socks is being added to Danskin Legwear, the line of casual tights and trouser socks introduced for fall by Pennaco Hosiery. The sock line, ranging from basics and fashion looks to sports-oriented styles, will be shown during August market for holiday delivery.
It will include a group of large-size socks, which will be called Danskin Plus.
For the first year of business, Howard Hyde, vice president of worldwide marketing and sales for Pennaco, projects a wholesale volume of about $4 million for the sock line. Wholesale prices per dozen will range from $18 to $28.
The introduction of the line, in effect, brings the Danskin sock business in-house. Pennaco is part of Danskin Inc., which also makes the Danskin bodywear and dancewear through its Danskin division.
For the past five years, said Hyde, Danskin had a sock line that was manufactured under license by Nantucket Industries. This spring, Nantucket closed its socks division, and Pennaco hired Marilyn Werner from the company as vice president of Danskin Socks. She was previously division head of Nantucket’s sock department, which also manufactured private label. Tricia Casey, also from Nantucket, was hired as sales manager for Danskin Socks.
While the socks are meant to be merchandised with the Legwear line, the business is being treated as a separate division, Hyde noted.
“The move to take the Danskin sock business in-house is a step toward making the company a total legwear resource,” Hyde said.
“Looking at the legwear business, the casual trend is growing,” he said, citing the firm’s experience with its Anne Klein trouser socks as one of the elements encouraging the firm to focus on Danskin Socks.
Banded packaging for the sock line will be similar to the packaging developed for the Legwear, which features black-and-white action photographs of Martha Graham dancers wearing the product.