Sock It to Me is moving into new categories.The men's and women's sock and underwear brand, which was founded by Carrie Atkinson in 2004, will introduce men's dress socks and a line of no-show socks for men and women.According to Sock It to Me's chief executive officer Michelle Walker, the development for the dress sock — which is the Portland, Ore.-based brand's first premium line; the socks retail for $28.50 — took three years. The socks are made in Italy from a mercerized Egyptian cotton and come in graphic prints. The design team has focused on solving some of the common issues that come with wearing dress socks — like when they slide down the leg. They will be available to purchase in August.The no-show line, which will retail for $8.50 and be available in May, includes eight new styles that will feature mismatched prints.Atkinson started Sock It To Me while teaching English in South Korea when she noticed stands selling socks in novelty prints that she didn't see in the U.S. market. Thinking they would appeal to Portland customers,, she decided to bring some of these socks back to the U..S. and sold them at the city's popular Saturday Market. Shortly after that, she moved into wholesale — Sock It to Me is currently sold in 3,000 national and regional retail accounts.The brand, which had $13 million in revenue in 2017, has been able to distinguish itself in the market with its quirky designs and positive sensibility. Its tagline is "Be Awesome. Wear Awesome." Last year, it introduced Sock It to Me Monthly, a subscription program that ranges from $22 for one month of socks and two pairs, to $220 to get two new pairs each month for 12 months that are exclusive. The program currently has 700 active subscribers. The brand introduced underwear in 2016.
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