Getting Funky with socks
Crossing his legs, a tinge of red peeks out from the gap between the end of Shehan Casie Chetty’s trouser and shoe. The striking red among the muted colours is one such product from Shehan’s latest venture “Funky Socks”. Noting our pointed gaze Shehan aloofly grins “I’m very passionate about socks.”
Hailing from its inception early February this year ‘Funky Socks’ has had a modest reception in the market. This is purely intentional Shehan shares preferring to advertise to a niche market of Funky Sock consumers. “It’s more a passion than it is a business,” he says.
With a 12 year work experience in the apparel industry, it was foreseeable that Shehan would branch out into socks, it being one of his many passions. From his childhood Shehan recalls “I would die to get these funky cartoon socks from India.” His first pair of illustrated socks, a vibrant yellow Spongebob Squarepants pair, was gifted to him by his uncles when he was 14 years old. Unable to wear them for sports Shehan proudly strut his first funky socks at his after school piano classes “I used to pair them with my sneakers,” he smiles.
His fashion consciousness stemmed from a tender age when a younger Shehan would eagerly await the school holidays to get an unconventional hair cut. “I used to be that guy in school with the spiky hair,” he shares. His entrepreneurial interest was also a reflection of his childhood activities as Shehan comments “I would buy a milkmaid tin from a shop, make milk-toffees and sell it to the same shop,” he shares with a laugh.
Upon wrapping up his schooling career Shehan dipped his fingers into printing promotional t-shirts, from corporate t shirts to rugby and football jerseys, getting his first taste of life in the apparel sector. Wanting to create a statement with his fashion sense Shehan started wearing contrasting socks to work. “I used to order 1 to 2 pairs of funky socks and wearing them just made me more motivated to go to work,” he says hoping to build a culture where people can “Wear socks that make them happy and start their day off happy”.
“Why do you think Michael Jackson got so catchy?” he recalls the King of Pop’s iconic contrast of white socks with black pants and shoes. With Funky Socks Shehan aspires to create the same visual contrasts.
However, he isn’t ignorant about the initial worries to his loud brand sharing “The first time you wear it there are those initial reservations on whether you are comfortable or not but then you gradually feel comfortable,” he assures. “I’ve been wearing these funky socks to work for the past 2 to 3 years,” chuckling “Everyone just looks at it and says oh nice socks I think they’ve gotten used to it cause I’m known to wear funky ties as well”.
Shehan first started slipping his toes into the sock business by manufacturing office and school wear socks with the standard muted colours now branching out into its “funkier,” cousin. “I’m currently catering to the 22 to 35 year old Sri Lankan market,” hoping to further expand to older and younger age groups and international markets in the future. But will he diversify into other accessories, namely the booming tie market? The answer is for the time being a firm no. “There are so many people doing ties and bowties,” leaving the largely unchartered sock market for creative’s like Shehan to explore.
These calf-length socks aren’t meant for sports per se instead worn to stun the office or for a fun filled Saturday night out! Ranging from a vibrant blend of hotdogs, to Bacon and eggs, pretzels to flamingo floaties, with homage to versatile patterns like checks, stripes and polka dots. Funky socks Instagram page (@funky_socks_sl) has received its fair share of thumbs up from its happy patrons. “More than a business it’s the pleasure I get from seeing people genuinely happy about wearing the socks and sending me pictures, their comments, the feedback etc.” Shehan tells us honestly sharing that this is one of the reasons he hasn’t aggressively marketed his venture preferring to keep the information sources strictly to social media and word of mouth. “Social media is the biggest thing!” he shares his e-commerce platforms used largely being Facebook, Instagram and Whatsapp.
“On a good week I’ll sell about 20 pairs of socks,” he shares his current best sellers being the checks and polka dots. “These types of socks aren’t readily available in Sri Lanka and you can’t just walk into a shop and buy them.” What made you think this venture was lucrative? “The men in the 22 to 35 age group in the Colombo market are very fashion conscious,” he says adding “I remember the first pair of socks I sold was a polka dot pair to one of my best friend. I gave him a free pair and he then bought five more!”
“If you bring something new into the market those who are innovators will grab it and the others will proceed to follow the trend. The Colombo market has come into that level,” adding “In my office I’ve converted almost 40% of them into wearing these socks as well.”
The funky socks are sourced from suppliers in Turkey and China whereas the standard office and school socks are supplied from a factory based in Kandana. Shehan’s future plans for the business see him taking it overseas to countries like Australia and the UK as he also aspires to do “customized socks” in the future.
Whilst his standard school and office socks range from Rs. 90 – 110, the funky socks collection stand out at Rs. 300 to a whopping Rs. 2000, the higher priced socks being the limited customised editions. “Wear something fun and engaging and bring that to the corporate culture.”
For more information on Funky socks check out their Instagram page (@funky_socks_sl) and Facebook page (@FunkysocksSriLanka)