Shopper sues sock firm after hole appears in ‘lifetime’ vow

KENT SLAUGHTER swore by the socks he bought from Bass Pro Shops, one of the largest retailers of outdoor goods in the US.

The Redhead Lifetime Guarantee All-purpose Wool Socks were supposed to last forever. It was enough to persuade him to buy about a dozen pairs over the past decade.

It was billed as “the last sock you’ll ever need to buy”.

Indeed, the company stood by the guarantee, replacing threadbare socks for a new pair on several occasions for Mr Slaughter.

But last year they offered him socks with only a 60-day warranty – and Mr Slaughter from Missouri wants $5 million (£ 4 million) in damages.

He has filed a class action lawsuit claiming the huge amount of money on behalf of himself and other dissatisfied customers who join the litigation.

Mr Kent has accused the company of “unlawful, unfair and fraudulent” advertising.

In the lawsuit, he alleges that the company decided it would no longer honour its “Lifetime guarantee – if they wear out, they get replaced!” pledge.

The design of the new replacement socks has also been changed to include a distinctive stripe, so staff will know that they are not eligible for the lifetime warranty.

“Consumers have been misled, induced and defrauded into spending money on a product that cannot be replaced for any reason at any time during a consumer’s lifetime,” the lawsuit continues.

Bass Pro Shops has been approached for comment.