Now you see them, now you don’t!

Luxury eCommerce site launches new merino wool “invisible” socks

Sporting ankles year-round has just become easier.  Thanks to BLACKSOCKS the leading men’s eTailer for high-end Italian socks, new invisible Merino wool socks are now online, providing excellent warmth and heat regulation.  The Merino wool debut follows the successful launch of cotton invisible socks in a variety of colors and patterns.

“You may not be able to see your Merino invisible socks, but you will definitely know they are there,” said BLACKSOCKS founder Samy Liechti, who was first to market in selling socks by sockscription 20 years ago. “Invisible socks keep your feet warm when it’s cold and cool when it’s hot, while dutifully hiding themselves in your shoes.”  

Swiss entrepreneur Liechti founded BLACKSOCKS in 1999 (five years before Facebook) with a mission to tackle men’s sock woes everywhere. No more searching for lost socks—fresh replacements are sent every few months.  BLACKSOCKS invented the online subscription service.  Since then it has expanded its product line to include a range of beautiful sock styles, underwear and shirts—all made in Europe.

A budding advertising executive, Liechti found himself flatfooted at a dinner meeting with Japanese businessmen, when he removed his socks as customs dictated and found mismatched socks. The embarrassment led to the creation of BLACKSOCKS, to add convenience for men on the go.  Customers can order the quantity and style they desire and the rest is, as they say, Internet sock history.

Headquartered in Zurich, with offices in New York City, BLACKSOCKS has delivered over 10 million pairs since 1999 including calf, knee high, cashmere, invisible, and an innovative line of funky socks, offering a lively mix of colors, dots, stripes and circles.

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