Guillermo Spelucin R / Shutterstock.com Putting Your Best Foot Forward Bringing big impact in a little package, socks have evolved into a universally practical, stylish and customizable option for thoughtful gifting and subtle brand promotion. By Hanna Brookshire THE CLASSIC COMPLAINT of getting socks for Christmas portrays the footwear as a generic gift. However, socks are universally needed, offering comfort, versatility and fashion-forward appeal across seasons and demographics. According to Ty Yarborough, regional sales manager at Sock101+, PPAI 100’s No. 92 supplier, socks are “a great way to tell your branding story or the client’s story without even thinking about it. With every step you’re taking, you’re promoting your brand.” Not only are socks crucial for day-to-day wear, but they also come in many styes: no-shows, ankle, crew and boot are among the most common. Perhaps you’ve seen the discourse online about millennials favoring ankle socks and Gen Z preferring crew socks. Regardless of where you fall in this debate (I, for one, wear both), it’s hard to ignore the importance socks play in the fashion industry. Socks as promotional products allow end users to represent their brands in a more subtle way. For those who don’t want a flashy logo tee, socks offer a more discreet marketing alternative. Employees can have a sense of pride when they put their socks on in the morning and carry it with them throughout the day, whether it’s visible to others or not. Additionally, certain socks can cater to specific events or seasons. For the continued pickleball craze, athletic crew socks could enhance a summer event, or warm fuzzy socks could be a perfect gift for the winter holidays. “This season, it’s not just about comfort – it’s about high impact,” says Suzanne Kyba, strategic accounts and partnerships marketing manager at Sock Club, PPAI 100’s No. 58 supplier. “Bold statement pieces are having a major moment with creative designs and vibrant, earthy tones. Think golden sunset hues and rich ocean blues.” Socks make great group gifts with flexible sizing and gender-neutral options. There’s no need to make a ton of different designs of socks – unless you want to, of course, as one classic design can suit any wearer. Socks never go out of style, which limits the possibility of them getting tossed after being gifted, making them a sustainable option, too. Read on for some standout sock suggestions. 16 • SEPTEMBER 2025 • PPAI Essentials | In Style
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