Darn Tough Socks are widely known across America’s premier outdoor enthusiast websites. The socks are spoken of in reverence with mentions of consistent 5-star ratings, impressive sales numbers and delighted customers. While the products themselves have already gained acclaim, the story behind the brand is equally worthy of attention. Produced out of the Cabot Hosiery Mills in a small Vermont town with a population of less than seven thousand, Darn Tough was a last ditch effort to save a family business in the face of an increasingly outsourced industry.
The Darn Tough Back-Story
Cabot Hosiery Mills was founded in the 70s by Marc Cabot and remained relatively successful for decades selling private label socks to major brands throughout the US. Things changed quickly as outsourcing took hold in the 90s and the same brands that had bought from Cabot for years began to undercut prices and dissolve longstanding relationships for lower quality substitutes. Cabot was forced to lay off dozens of employees, bankruptcy loomed and margins were disappearing.
The only glimmer of hope would be the creation of a branded, high-quality sock and a direct-to-consumer approach. A name was chosen that evoked the stalwart nature of their mill as well as the dependability of their new densely woven merino wool socks: Darn Tough. The socks were introduced at the 2004 Vermont City Marathon through a free give-away and although growth was slow at first, a new trend was emerging to counter the outsourcing of the 90s that would breathe new life into the Northfield, Vermont mill.
The Demand for Made in USA
Consumer demand for higher-quality products with strong back-stories, ties to local communities and bearing the label “American Made” was on the rise. Simultaneously, a law requiring that the military domestically source its gear whenever possible helped Cabot secure several multimillion-dollar contracts. As the saying goes, “luck is when preparation meets opportunity” and Darn Tough was well prepared with a line of exceptional products to perfectly take advantage of these timely opportunities.
Darn Tough Products and Production
Darn Tough divides its men’s socks into seven primary categories:
- Hiking/Trekking Socks
- Running Socks
- Biking Socks
- Skiing/Riding Socks
- Lifestyle Socks
- Hunting Socks
- Working Socks
The prices range from around $15/pair for low-cut running socks to upwards of $25/pair for high-tech snowboarding socks. What remains true of all products, regardless of price, is that they are made in the USA and are unconditionally guaranteed for life. The backing of this no-strings replacement policy is something customers certainly love, but the long-term durability and comfort of Darn Tough socks would have most outdoor enthusiasts returning for another pair regardless. The Darn Tough approach for production of such a premium product is outlined on their site:
“All our socks are knit on small needle, fine gauge knitting machines. This approach produces durable, high density stitching without bulk. Less bulk means a better fit. The better the sock fits, the longer it will last. We only use fine gauge, high micron 100% merino wool in the knitting of our wool socks—we do not cheapen the wool by adding nylon or polyester to the blend of the wool. We reinforce the outside and inside of the sock with nylon and lycra for added comfort, durability and fit. Throw in 3 generations of knitting know-how, and you get one darn tough sock!”
Evolved Threads Endorsement
An intriguing company history of endurance in the face of odds goes a long way. That being said, Darn Tough’s commitment to it’s local community and customers as well as first-hand experience with the quality and dependability of it’s socks is what has impressed us the most from the outset. Although prices are higher than most of us are used to paying for a single pair of socks, we should be reminded that these are performance socks capable of thriving in miserable environments. When you’re stranded on an icy, windblown peak in the northeast you’ll be happy you went with Darn Tough. And after hundreds of treks, hikes and runs have started to wear a hole in their sole, you’ll be thrilled their guaranteed replacement will have you back out their quickly and at no extra cost.
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