I will be honest; I am a bit of a nerd. I can get deep in the weeds with all sorts of things. However, one thing I never expected to be deep in the weeds with, is socks. Don’t get me wrong. I am a fan of a good sock. Cozy ones in the winter, no shows to keep my leather and suede drivers and slip-ons fresh in the summer. But I have never once thought about what goes into making the perfect sock. That is where Lawson Gliddon, and his work with his company, Minus33, comes into play. He and his fellow group of sock die-hards have, as he puts it, stolen a concept from the very world around us to give us a sock that will become our go-to whenever we leave the house.
Sheep have evolved over millions of years and have developed a fiber that’s perfect for harsh conditions year-round. Sheep’s wool provides them with amazing benefits like cooling them down in the summer, warming them up if they get cold or wet, providing a natural resistance to bacteria, and many other advantages that sheep have evolved to have over millions of years, and the fact that we get to just take those advantages and turn it into the most amazing clothing in the world is amazing, but it does feel like the sheep have already done the hard work for us. – Lawson Gliddon, CEO Minus33
Using what nature gave us
Using nature isn’t necessarily a new concept. Cotton, linen, wool, and silk are all the result of brilliant people using what the Earth has provided to make something that we can love. A good wool suit, a linen shirt, a cotton shirt, these are items that we always make sure to have on hand because they are good for us and good for the environment. That is why Minus33 has taken it upon themselves to capitalize on the evolution of the sheep to keep our feet warm, dry, and cozy as we climb the mountain, shovel the walk, or read a book.
“Minus33 was born from a 5th generation New Hampshire textile company with more than a century of wool manufacturing experience. We started with a simple idea: take the performance benefits of merino wool and make them accessible to everyday users, not just elite mountaineers. Our philosophy is to respect what nature already perfected. Merino wool regulates temperature, manages moisture, resists odor, and keeps you comfortable across a wide range of conditions. Instead of trying to out-engineer nature with chemicals or plastics, we build products that let merino do its job. What we are trying to accomplish is long term comfort and reliability for anyone who steps outside. We want people to trust that their gear works, no matter the weather, intensity, or terrain.”
Doing things a little different
Ok, but really, what makes any one sock better than the other? At the end of the day, there isn’t that many ways to skin this particular cat, right? The truth is, there is one thing that you can do that will ensure you stand apart from everyone else: Do everything backwards. Take the process everyone else uses, and reverse it. That is the one thing. Oh wait, then make it work. Two things.
“A lot of socks are designed from the outside in, starting with trends or materials that look good on paper. We do the opposite. Everything begins with function and with the real behaviors of merino wool. What sets us apart is our heritage in wool, our consistency in quality, and our commitment to value. We create premium merino socks that hold up over time, but at a price that does not lock anyone out of using natural performance fibers. We also obsess over fit. A sock can have the best fiber in the world, but if it does not stay in place and stay comfortable mile after mile, it is not a good sock. Ours are built to support, cushion, and move with the foot, not against it.”
The future of socks
Now for the nerdiness. You didn’t think there was more sock nerdiness we could go into? Stick with us, you won’t be disappointed. When I sat down with Lawson, I asked him a lot of questions about socks. At the beginning, it was hard to think up of questions to ask about socks. How deep could you possibly go? The answer to that question is: A heck of a lot deeper than you think. So, you have revolutionized socks, what is next? You’re done, right? Nope, turns out Lawson and Minuss33 are just getting started.
“The future of socks is performance without compromise. People want sustainability, durability, and comfort working together instead of choosing one at the expense of another. They want natural fibers that can outperform synthetics, and they want products that last. Our corner of the future is built around merino. We will continue refining construction, improving durability, and expanding styles while staying committed to natural performance. We are not chasing gimmicks. We are building socks that work better because they work with the human body and with the environment. As more people rediscover the advantages of natural fibers, the demand for merino will only grow. Our job is to stay true to our roots and lead with authenticity, quality, and long-term value.”
