Darn Tough Celebrates Its 20th Anniversary With a Throwback Sock Collection and ‘Darn It’ Brand Campaign
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Darn Tough is now 20 years old, and the renowned sock company is celebrating its anniversary with a collection inspired by original designs and a new brand campaign.
Included in the brand’s “throwback” collection is the Race Day Quarter Running Sock ($19), which Darn Tough explained is a nod to its first-ever sock created two decades earlier and handed out at the Vermont City Marathon. It is also known as the OG Run Sock and has remastered flex windows, enhanced durability and a performance fit.
The collection also includes the return of Via Ferrata ($25), the Wandering Stripe and the Woodland Creatures, which Darn Tough said are favorites among its consumers.
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Darn Tough stated it will stagger the release of its throwback styles. Some of the Darn Tough “Throwback” collection styles are available now via Darntough.com.
Additionally, Darn Tough revealed its “Darn It” brand campaign. The effort was created in partnership with Someoddpilot and was inspired, according to Darn Tough, by the “unique and somewhat shocking ‘Darn It’ moments that consumers send to Darn Tough’s warranty department.” (Darn Tough has an Unconditional Lifetime Guarantee for its socks.)
The brand campaign, which was created with the tagline “Life is tough, our socks are tougher,” was conceptualized to both bring “these real-life, and dramatized, stories to life” and illustrate “a more relatable portrayal of the outdoor space.”
“We are proud of our story and that we continue to be true to our values 20 years later,” Darn Tough president and chief executive officer Ric Cabot said in a statement. “We have had a lot of highs, some lows and everything in between. But owning the process from beginning to end allows us to give our customers and consumers what they want. We can’t wait for the next 20 years.”
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
