Shivangi Sinha
Over the years, fun socks have become more than just a quirky accessory. They’re now a full-blown fashion trend that adds personality and flair to everyday outfits. Seeing the appeal, the co-founders of Doublesoul transformed this simple idea into a standout brand, designing socks that are colorful and playful. Their creations have caught the eye of several high-profile personalities, boosting the brand’s visibility and prestige. To showcase their mix of creativity and quality, Doublesoul was presented to the Sharks on the first episode of ABC’s ‘Shark Tank’ season 17. Since then, it has tapped into a growing market of fashion-conscious individuals who want their socks to make a statement.
Doublesoul: Who Are They and What Do They Do?
The idea for their brand began in 2020 when Allison Strumeyer and her husband, Ben Rosenbaum, noticed a growing trend that the younger generation was increasingly drawn to fun, colorful socks that added personality to their outfits. While the concept was appealing, Allison and Ben observed that most of these playful socks lacked durability and comfort. Unlike high-performance athletic socks, they didn’t offer cushioning, ventilation, or features such as blister-preventing heel tabs. Seeing this gap in the market, the couple decided to create socks that catered to individuals who wanted both fun designs and functional wear. At the time, Allison was serving as Operations Lead at MIRROR, leveraging a strong academic and professional background.
A 2017 graduate of the University of Pennsylvania, she had studied Philosophy, Economics, and Politics, which helped her develop analytical thinking and problem-solving skills. Following graduation, she had worked as a US Wealth Advisory Intern and Analyst before joining MIRROR. Drawing on her professional experience and her husband’s insights, they set out to reimagine the humble sock as both a fashion statement and a functional product. In 2021, they soft-launched their brand on Instagram, sharing their vision with an engaged audience. The response was immediate, and interest steadily grew. Their socks stood out not just for their designs but also for their premium construction. Each pair is ultra-cushioned, breathable, and made from a recycled material blend, produced sustainably and ethically using Global Recycle Standard-certified fibers and OEKO-TEX-certified earth-safe dyes.
Every detail is intentional: arch support helps prevent foot fatigue, subtle heel tabs eliminate chafing, ventilation on the top of the foot keeps feet cool, seamless toe enclosures prevent irritation, and a double-cushioned footbed offers a walking-on-clouds experience. By addressing both aesthetics and comfort, Allison and Ben have appealed to consumers who refuse to compromise style for functionality. Their brand has not only gained traction among everyday customers but has also attracted attention from fashion enthusiasts and influencers, proving that thoughtful design and attention to detail can elevate even the simplest wardrobe staple. The brand received another boost in 2024 when Pete Davidson joined as Creative Director. Not only did he contribute to design ideas, but he also appeared alongside the co-founder on promotional campaigns and the episode to bring a playful energy to the label.
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Doublesoul: Where Are They Now?
Doublesoul has truly made a niche space in the sock market, largely thanks to the brand’s savvy use of social media and influencer collaborations. By leveraging the power of digital platforms and working with personalities who resonate with their audience, the co-founders have transformed a simple accessory into a sought-after fashion statement. Their collections have featured names like Bekah Martinez, Kennedy Walsh, Ed Hardy, and Orion Carloto, all of which are available directly through their website. Earlier collaborations with figures such as ‘Euphoria’ actress Chloe Cherry, fashion icon Ella Emhoff, and the late Italian designer Gaetano Pesce have also significantly elevated the brand’s visibility and credibility.
Doublesoul now offers a wide variety of sock styles, including low, quarter, high, ultra-low, and ultra-high cuts, catering to every preference. Prices are accessible for most consumers, starting at $13 for a single pair, while a pack of two plain, low white socks retails at $27. Prices naturally increase depending on the style, design, or quantity. For instance, the Mina Collector’s 5-pack retails for $79 and offers a mix of creative designs for collectors and enthusiasts. These are all available for purchase on their website.
Beyond these staples, Doublesoul continues to expand its offerings with innovative designs, such as ruffled socks, which add a playful twist to its lineup. By blending eccentric patterns with premium construction and attention to detail, the brand has become synonymous with both style and comfort. Today, Doublesoul remains a rapidly growing label, constantly exploring new collaborations and design directions, while maintaining its commitment to quality, sustainability, and fun. Through clever marketing, the brand has evolved from a simple idea into a cultural touchpoint for a generation that wants fashion to be both functional and expressive.
