India’s startup scene is buzzing with innovation and it is more evident in the retail fashion industry. One standout name in the space is The Sock Street and the brand is redefining the way Indians think about socks. Co-founder Udit Mayor believes that the evolving preferences of Indian consumers are creating endless opportunities for modern as well as direct-to-consumer (D2C) brands when combined with the power of technology.
Mayor started The Sock Street after noticing shift in Indian buyers. He has spent more than 20 years in the export industry and he saw a change in attitudes. People were becoming more experimental and eager to stand out abreast to trying bold new styles.
Technology plays an important role in the success of brands. His startup used software to refine the sketched paper designs. Every step is a blend of human creativity and machine precision – from selecting materials to managing supply chain.
Running a fashion startup in India is of course not without challenges. One major hurdle is the issue of impulse buying and especially with cash-on-delivery (COD) orders. Customers often place orders on a whim and later refuse to accept the products. Such impulse buying and returning of the order result in a double loss for businesses as money is spent on shipping the product and more money is spent on returning it.
Sustainability is another area The Sock Street takes seriously. The brand has introduced 100% bamboo fiber socks which are said to be a natural and eco-friendly option. Mayor proudly notes that their bamboo socks are purer and softer than most others in the market. Even their cotton socks are made from 100% combed cotton. Staying true to the product means staying true to the environment For The Sock Street.
The brand is also aware of the changing mindset of India’s youth. Young Indians today understand that even socks can elevate their style. The Sock Street caters to every occasion like from gym workouts to office meetings, and from casual outings to big celebrations.
Startups like The Sock Street are not just selling products, but they are also reshaping consumer attitudes. They are pushing boundaries and contributing to a growing as well as dynamic economy. They are not just keeping pace, but they are also setting the trend.
