Building DeFeet

Overnight Success

DeFeet is mostly thought about as a sock brand, and that’s largely the case, even though they also make arm warmers, gloves and base layers. After 31 years of being in the trade, they’re the longest-standing business dedicated to socks in the cycling market that I’m aware of.

Back in the 90’s socks may have been the least interesting, and most neglected piece of apparel in a cyclist's wardrobe, or any athlete’s for that matter. They were just flimsy tubes of cotton or wool that covered the feet. It was a thankless job nobody gave much thought to.

What it took to change that was a man by the name of Shane Cooper, who had a unique set of skills, hobbies and passions that all came together to change the game in socks.