Stance socks are stepping up to the fashion plate as a trend that appears to be gaining momentum on the BYU campus.
Since being founded in 2009 in San Clemente, California, Stance socks sales have grown exponentially. BYU senior and former Stance intern Ashton Strauss said she has more than 30 pairs of Stance socks.
“Since working at Stance Socks HQ, I notice them all over campus on girls and boys alike,” Strauss said. “They are so unique; they are nothing like any other socks I have been interested in buying. I think they have really cool designs and they are really high quality socks and they last forever.”
Stance sells more than just socks — it sells an image. The company has brand ambassadors known as “Punks” and “Poets” that include celebrities such as Big Sean, Allen Iverson, Willow Smith and John John Florence.
Sophomore Hailey Ord, a San Clemente native, says Stance socks are her favorite gift to give.
“Everyone likes socks, it’s a nice gift because it is a gift that people will love but won’t necessarily buy for themselves,” Ord said. “My favorite are the running ones. I love them for working out, they are comfy, thick enough and more importantly they don’t fall off my heel. I even wear them with boots.”
But not everyone is a fan of the fad. BYU sophomore Nate Sorensen remains indifferent to the trend and thinks the socks are overpriced.
“Why would I buy a pair of Stance socks when I could get a decent pair for a fourth of the price?” Sorensen said.
Stance has expanded nationwide since the company’s launch in 2009. It experienced a major breakthrough last April when its socks were named the official sock of the NBA, beating out bigger brands such as Nike, Reebok and Adidas.
During Fall Semester 2015, BYU’s advertising program selected seniors to work on a campaign for Stance’s NBA line.
“It’s rare that I get to work on campaigns where I relate so well with the market,” said Max Matesen, a senior who was part of the campaign. “I’ll oftentimes be asked to work on campaigns that would apply to moms. However, with this project I was part of the target market. It was super cool working for a brand that has such a reputable brand image.”
Matesen said the players really liked the performance of the sock, which is why they chose Stance over Nike. However, the players were a little hesitant to change the pattern from the classic plain white. Stance created two patterns for each team that are unique to the team, different from anything that has been done before in the NBA. Stance has been allowed to put their logo on the sock, which is different from what has been the standard.
Matesen and Strauss both agree their Stance socks are the favorite socks they own, and that they wear them for every occasion. Stance’s motto is “The Uncommon Thread,” which describes the unique patterns that make them so easily identifiable.