Socks have a tough job. They get stretched, walked on, and washed a lot. Given these tasks, you’d be hard pressed to find a sock material that’s capable of delivering on all of these demands better than cotton—the undisputed king of sock materials.

For many men, socks are an afterthought. They put on any old pair available. This attitude comes from a time when dress socks offered fewer choices in color and style. Today’s sock lines offer nearly every color and pattern imaginable.

Socks have existed in some form for thousands of years. What started out as something needed for warmth and protection against the harsh material of early shoes has evolved into status symbols, fashion statements, and forms of expression.

Consumers have abundant choices when it comes to apparel. Distinguishing your brand from the competition requires a deliberate marketing approach. Here is an essential three-step process to marketing your apparel or sock brand.

During winter, your best defense against the elements is wool. Wool’s popularity is owed to its insulating properties, feel, and aesthetics. But even wool-lovers sometimes get confused with differentiating the various types of wool found today.