Hot Sox is turning up the heat.

The fashion sock brand, owned by Renfro Corp. and originally inspired by the bodacious attitude of HotPants, has relaunched its web site with a new design and user experience, is expanding and “elevating” its collection and has a series of product collaborations planned with creative talents.

It’s all part of a re-branding strategy under what the company direction of designer Jonathan Meizler, who is serving as a creative consultant to the brand. The re-branding involves focusing the Hot Sox platforms and content to speak to “creative consumers.”

“As a heritage brand born in the Seventies, we continuously strive to thoughtfully connect and understand our consumers through today’s ever-changing consumption landscape,” said Helene Trontz, senior fashion brand director at Renfro Corp.

Through its artist series, Hot Sox will launch a collaboration this fall with fashion illustrator Richard Haines with his illustrations on five styles spanning men’s, women’s and unisex designs. The limited-edition collection will be sold beginning in early October on Hotsox.com.

From the Hot Sox collaboration with artist Richard Haines. 

“At Hot Sox, our inspiration is a reflection of current events and trends that influence us on a global scale from art and social interactions,” Meizler said. “Partnering with Richard Haines for our next contemporary artist collaboration was a natural fit.”

Hot Sox, considered a pioneer in novelty hosiery, offers fashion, novelty, essentials and sport socks for men and women and novelty socks for kids.

The brand was launched in 1971 by Gary Wolkowitz in New York City with a collection of silk-screened, bright opaque socks. He was inspired by the spirit of HotPants and obviously believed that no one should look down on socks.

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