When Mark Cavendish was growing up in the nineties, the cycling sock he and his buddies craved most was hard to come by in the UK. From its first days, DeFeet socks were well known not just for their performance, but for out of the box design that grabbed the attention of cyclists worldwide.
Today, DeFeet is a lynchpin in the American-made athletic wear industry. While their product lines have branched out to other parts of the body, such as knee and arm warmers, DeFeet socks continue to be source of truth, where design meets performance meets the road (and, er, gravel). Cav will be happy to know they're also readily available in thirty seven countries.
Shane Cooper and his wife, Hope, cofounded DeFeet in 1992. Shane's father was in the knitting machine business so you could say it runs in the family. The story of DeFeet runs twenty-five years deep, and it's got all the makings of a great business story - with tragedy, triumph, perseverance, innovation, and even a superpower to shed light on how a company like DeFeet continues to rise to the top in a very competitive industry.