We at DeFeet do our best to be environmentally responsible. As you may know, our socks are made with CoolMax Eco Made. This yarn is made with recycled water bottles. We recycle our cardboard, our yarn cones, paper, and drink cans. We challenge our vendors to do the same. This is a homemade video called "Mother Verde" by the Triple Kranks... The Triple Kranks's Video http://mediaservices.myspace.com/services/media/embed.aspx/m=56275056,t=1,mt=video The Triple Kranks | MySpace Music Videos
With the Rock Hill Bicycle Classic drawing near, BirdDawg called me:
BirDawg: Hey, what are you doing this weekend? Me: Aaaah, play some frisbee, grill some burgers, I don't know why whats up? BirdDawg: Three words, SEXY SOCK TOUR.
That was all it took. The following morning I was packed and ready, awaiting BirdDawgs's Jeep to pick me up. We bolted for DeFeet headquarters and loaded up tons of socks, arm warmers, knee warmers and booties as well as the limited run of Adam Little Memorial socks that BirdDawg had made up to help fundraise for the family.
It was a fun drive down the mountain to Rock Hill with the bare trees showing buds, then, eventually leaves. The first night's racing was street sprints for all the omnium goers in a down townish area of Rock Hill. We set up the tent, started selling socks right on the finish line, and watched the racing unfold as the evening went on.
BirdDawg began explaining that coming to these events is fun because you get to watch the races and sell socks, but also because you get to interact with a large majority of the athletes that we sponsor. Sure enough, before long we had all manner of pro men and women racers coming over to say hi. Some of the ones that stuck out in my mind the most were the guys from Team Type 1 with their gorgeous Colnagos and the Ladies from BMW Bianchi and their sweet rides (both of the two and four wheeled variety), My old college room mate Will Hoffarth from Team Mountain Khakis, and last but certainly not least were the women of Performance Cycling (Spokesomen Syndiacate) with their outrageous humor. We watched the rest of the street sprints and then broke down the tent packed up and headed to the hotel for a good nights sleep.
Next day was the road race. We got there early and set up camp and hung out in the sun all day spreading the word about DeFeet, watching the races, and most importantly selling socks. It was fun watching DeFeet socks win the road race for both the pro men and women on Globalbike and Performance respectively.
Another goodnights sleep and we were up and at em again the next day for the crit. More sock selling ensued, and the Women's race was spiced with many a breakaways, and was won with more DeFeet socks (shocking) on Team Vera Bradley Foundation. The Mens race was fun to watch as well with an ENORMOUS field things got dicy at times, but late in the race the field wasn't paying attention and a break away went (both guys were wearing DeFeet socks) but got pulled in later by Kenda and won by Team Mountain Khakis who were wearing our red and black D-line Aireator! Oh and PS: We sold out of the Adam Little Memorial Socks!
All in all it was a great weekend for DeFeet, even though I got really sun burnt, I had a blast and can't wait for the next Sexy Sock Tour stop I get to work at!
Recently local sock manufacturer, DeFeet International Inc., found millions of spiders in a basement storage room. After several unsuccessful exterminator assaults and more than a few “heevy jeevies,” a truce was established between the arachnid army and DeFeet Founder and Chief Sockologist, Shane Cooper.
Cooper, always looking for exciting new fibers, found the spider silk to be very interesting. It was extremely strong, silky and best of all, free. Free, that is, apart from the flies required to keep the spiders well-fed. Soon the inventive Cooper decided they should use the growing quantities of spider silk to make socks. Just like everything DeFeet, they would be "Stronger, Better, Faster" and made from a natural fiber that’s easy on Mother Earth.
DeFeet VP of MFG Jill Patton said "In all my 30 years in the sock business, I have never seen fiber and yarn like this. It’s absolutely great, so light and strong the knitting machines hardly know they are working!"
Scott Duncan, Head of Product Development, stated, "spider silk has a very tight molecular structure and its tensile strength is equal to high grade titanium. It’s just like DeFeet socks—stronger, stretchier, lightweightand tough as nails."
The cost factor to make this yarn is a non-issue for CFO Hope Cooper. "Flies are cheap and easy to feed" she laughed, “but Shane has to feed the spiders—that’s above my pay grade!”
Caroline Brandon, Production/International Shipments Coordinator, commented "I've been here at DeFeet from the start and, sadly, I’ve squashed many a productive little spider.But this is the perfect solution—and one that could come only from the strange logic of Shane Cooper!”
As for selling socks made from spider silk, Ann Corbett, DeFeet’s VP of Sales, said "DeFeet products always speak for themselves, and when we discover unique fibers like this our yarn vendors see why we are sometimes considered an industry maverick."
"Our sponsored teams have been calling all week", said Brad Mettee, coordinator of inside sales and sponsorships. "I’m not sure, but I think Cavendish may have had a pair on when he crashed last week. Brad went on to say, “Mr. Cooper keeps that esoteric stuff under lock and key."
The Mayor of Hildebran was unavailable for comment, but it is rumored certain town leaders find the union of spider and sock company suspicious and may send in specially trained spider-sniffing dogs to make sure the silk is really from spiders and not earthworms.
Arachnid-rights activists are also expected to make a statement soon, as there could be a violation of the Spider Protective Union Nationale (SPUN) rules. SPUN spokespersons have said only that they are looking into the spiders’ working conditions and will refrain from further comment at this time.
When asked about this development, Brand VP of DeFeet, Paul Willerton commented "DeFeet will harvest that which spiders see only as a way to catch food. But food is not a problem for them now. For each pound of spider silk we get, we trade 25 two-gram green-tailed dung flies. Dung flies are easy to raise and we treat them well and feed them high-quality, unfiltered dung. The spiders seem very happy with this trade. However we did get a trash can dumped in our parking lot this morning, and we suspect the Dung Fly Union."
As for international spider-silk sock demand, Lynn Moretz VP of international distribution reported a keen interest in Europe for natural products. “DeFeet international sales are growing very strongly,” he said, “and I expect this spider-silk thing to attract a lot of attention in Europe and Asia—especiallyChina.”
DeFeet was established in 1992 and provides at least 40 good jobs here in America. “A strange but fun place to work” is how our employees usually describe the company. DeFeet survived a devastating 2001 fire, a flood in 2003, a substantial inventory theft in 2007, and now the worst economic conditions since the great depression.
“We are so happy to keep making socks in the good ol' USA!" said Mr. Cooper. "We are mavericks, that is how we survive." Our wonderful employees are just as tough and flexible as our spiders’ webs...so watch out Nike and UnderArmor...here we come.We may be creepy crawly, but we’re on our way!"