The Vermont-based manufacturer has expanded its lifetime warranty and created a tongue-in-cheek marketing campaign to promote it.
“The dog ate my homework” is just one of the excuses teachers get when their students don’t finish their assignments on time.
As the story goes, Cabot’s father bought and renovated a vacant mill in Vermont in 1978 to create Cabot Hosiery Mills. He soon lined up a slew of corporate clients, knitting socks for a variety of customers in the fashion industry including Gap, Old Navy and T.J. Maxx. But when that business moved offshore in the early 2000s, Cabot Mills found itself on the verge of closing down.
The first socks under that name were knit in 2004 and the company handed out 3,500 pairs at the Vermont City Marathon. “It was a Hail Mary with no marketing, backed by a promise: If you can wear out our socks, we’ll replace them for free,” the company says on its website.The Hail Mary worked, and today, Darn Tough is a leading brand at outdoor and sporting goods retailers such as REI and Paragon Sports and it exports to countries around the globe.
Although its first sock was targeted to runners, the company now offers models for skiing, hunting, dress and lifestyle purposes. Offerings include everything from no-show to over-the-calf options for men, women and children, all manufactured the same way in Vermont, which he calls a “sock state.”
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