A look from Sock 101.


SOCK 101 HAS TWO NEW INVESTMENT PARTNERS: Sock 101 cofounders Kelly Yarborough and Dave Feyerabend have secured a $250,000 investment from designer Rebecca Minkoff and fashion’s factoring executive Gary Wassner.

The investment was secured in May when the Nov. 3 episode of Lifetime’s “Project Runway: Fashion Start-up” was filmed.

Yarborough said Wassner and Minkoff each own 5 percent of the company, although Wassner has a convertible note to earn another 5 percent.

According to Wassner, chief executive officer of Hilldun Factors and chairman of Interluxe Holdings, said, “I love the concept of subscription socks. Men in most professions still have limited ways of distinguishing themselves fashionwise. Socks is one of the few. Getting a new pair every month that you can wear under a nondescript suit and tie to go to work can brighten your day and make you feel quietly and subtly riskier and cooler.”

Four guys in Kansas City, Mo., had an idea in 2012 to create a men’s dress-sock firm for non-boring socks to match the color of one’s pants. The investment will be used to help expand the company to the “world’s largest sock-of-the-month club.” Sock 101’s goal to be a $10 million company within three years.

According to Yarborough, the company posted $1.5 million in sales last year. He said with the mentoring of both investors, the company will be going through a re-branding. “We’ve been impressed with how involved they are. We usually exchange e-mails daily,” Yarborough said. He said the firm was contacted by a producer from the Weinstein Group suggesting that it might be an opportunity for the company to pitch to investors.

The company also has its Socks for a Cause program for the creation of custom socks for charitable organizations. The firm gives back to the charity a portion of the proceeds.

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