By  on October 9, 2008

ATLANTA — Two apparel/textile industry veterans have launched a brand of socks for men and women that balance styling and performance and are made from nearly all natural materials.

Goodhew socks, which began shipping to stores on Oct. 8, was created by Jim Markley, a former vice-president of sales at SmartWool, and Thomas Lee, a former vice-president of wool company Crescent Woolen Mills. They use merino wool, alpaca, bamboo and stretch nylon, and some styles also include Coolmax. Hidden performance features include spandex for fit, as well as arch supports, Y-heel constructions and flat-toe seams.

According to the company, the socks eliminate the bagging, sagging, bunching, rubbing, dampness, overheating or freezing normally associated with casual and dress socks today.

The brand includes lifestyle classics that include colorful and fanciful designs; dress socks in classic looks; performance athletic socks, and a crossover technical series for men who lead an active lifestyle.

Distribution is to specialty retailers and national outdoors-style chains. The Walking Co. will bring in the brand for fall 2009. Recommended retail prices range from approximately $12 to approximately $17.

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