Fashion designer’s socks firm diversifies

Prod ucers of the famous Zimbabwe Bird Socks, Sockcess have rebranded to Socks and All Sorts as of the start of this month, February 2022.

The decision to rebrand comes at a time when the company has ventured into production of other dress accessories that would not be incorporated in the old name, said the company founder, Philani Mukwakwami.

Socks and All Sorts is the brainchild of Zimbabwean fashion designer, Mukwakwami and they are based in South Africa.

“With regards to the inspiration I cannot point it down to one thing except the desire to see our business have space in the largest retail outlets worldwide as a leading accessories brand,” Mukwakwami said.

“I also think interacting with our clients through polls and flighting certain images on our social media pages to gage interest has also inspired the move. This is a major reason why we will be rebranded to Socks & All Sorts as of February 1, 2022.”

The company hopped on to other accessories after a successful penetration into the sock industry

“The socks have done exceedingly well. We started the business looking to see how well we would do, however the volumes we sold were thoroughly satisfying and it led us to believe we were on to something,” he said.

“As a brand we set out sell socks that would be instant favourites in every client’s sock drawer. We had no illusions about the competitive nature of industy that we are in.

“As such for us having beautiful socks is not enough. We have to have a story to tell as a business, we are intentional in everything that we do be it sourcing the best socks from abroad or designing or creating our own range.”

Mukwakwami said the fashion industry neglects the accesories element and they are stepping up to bridge the gap for the region and headed towards the international market.

“We feel that the clothing accessories space lacks specialists not only in Zimbabwe, but in Africa as a whole and more-so the world at large. This has helped us identify accessories such as cufflinks, belts, ivy caps etc as worthwhile products to add to our catalogue,” he said.

Although the company has decided to produce other accessories, the core business remains socks.

“Well the decision to branch out has not been an easy one. From day one it has been a dream of ours to be a business in the clothing accessories space. Socks will still be at the core of our business model and offerings,” said Mukwakwami.

He said his clients have been at the centre of all decisions about the company.

“As a brand we set out sell socks that would be instant favourites in every client’s sock drawer. We had/have no illusions about the competitive nature of industy that we are in. As such for us having beautiful socks is not enough. We have to have a story to tell as a business, we are intentional in everything that we do be it sourcing the best socks from abroad or designing or creating our own range,” he said.

“For us value and quality go hand in hand, that is a nonnegotiable.

But success is found and maintained when amazing customer services is added on top of that.

“This thinking has allowed us to benefit from our commitment to amazing customer service. “Many of our satisfied customers have stepped up and they have been amazing brand ambassadors. They have also helped us grow our brand and enhance our credibility as a brand through the creation of user- generated content. And for this we will always be grateful,”