Rihanna’s Iconic Looks Collection is just one of many instances of celebrities expanding their brand presence into socks. With other celebrities jumping on the opportunity to design their own socks, one can’t help but wonder, “why socks?”

Socks may not be a dominant part of U.S. and Canadian culture yet, but they are becoming a more prominent form of expression. How do other countries treat socks? In many parts of the world, they are a very important part of fashion, culture, and tradition.

Since winning the election in 2015, Canadian Prime Minister Justin Trudeau has created an international buzz. He seems to possess a youthful energy that few politicians have, and perhaps most strikingly, a love for funky dress socks that the media can’t get enough of.

The holiday season is that special time of year when more people break from their routines and put on bright colors and ornate patterns. This is especially true of socks. If your organization doesn’t already have them, it’s time to consider festive socks.

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.