Socks line every wall of the store — bright reds and purples, some with stripes, some with manatees, of all various sizes and designs. Rather than being an afterthought or piled into a bin, socks are the main thought at All About Socks, with a pair for everyone in mind.
All About Socks, located at Alpine Village in Provo, provides the perfect niche store for those with a love of quality socks.
The store got its start in 2010 when Ken and Hillary Ong, a couple from Logan, decided they wanted to bring quality socks directly to consumers without dealing with a middleman. Whitney Schulte, head of marketing at the three-store chain, said the owners wanted to use the successful sock manufacturing company they established 20 years ago to bring their wide selection of hosiery and socks at reasonable prices. The company specializes in doing custom orders for cycling and running teams and allows buyers to do custom orders for large groups.
Anne Robinson, the owner of All About Socks’ Provo location, is the sole employee. Along with novelty socks like state flags and evil clowns, the store also sells orthopedic socks, cushioned socks made from bamboo, nylons and dress socks. However, Robinson said the best-selling socks are the ones with printed dinosaurs, extreme pandas and kittens.
“It’s fun to sell socks,” Robinson said. “Most people buying socks are in an upbeat frame of mind. Most people don’t dread buying socks.”
All About Socks is using new innovations to make the footwear more environmentally and economically friendly. The company is currently designing socks that will be made out of recycled plastic bottles that have been refined into a filament powder. The company is also working on a program that will start in the fall where one pair of socks will be donated for every pair bought in the store.
Romy Banfield, a humanities major from Tulsa, Okla., has a slight obsession with socks and owns a special pair of socks for each holiday. Banfield ran across All About Socks while driving past the location in Alpine Village and it was love at first sight.
“I have an entire drawer full of socks,” Banfield said. “I really like knee-high socks. I usually wear them under my jeans every day to help me stay warm.”
In true Provo fashion, many students have come into All About Socks to buy socks for ’80s themed dance parties or BYU football games. The store tries to put on promotional offers for its customers, and during March will be giving 15 percent off to customers wearing a green article of clothing.
All About Socks is located at 1386 N. Freedom Blvd. in Alpine Village.