Founded in Dallas, Foot Cardigan sends subscribers a new pair of funky, colourful socks each month for US$9 plus shipping.
Although generic non-slip socks can be found everywhere today – even at your local Woolies supermarket – a decade ago, it was a unique product. It was in 2005 that physiotherapist-turned-entrepreneur Luke Goodwin embarked on a search for socks that would be suitable for adults to wear not only whilst exercising, but also as a falls prevention safety measure in hospitals, nursing homes and even around houses with tiled or timber floors.
Entering an established industry is a bold move for any start-up business, one that requires a compelling value proposition and a key differentiating factor to set itself apart from existing players. Whether it be price, quality, service or strong partnerships, such start-ups need an angle.