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A. The lightbulb moment was, I saw this quote — ‘Socks were the most requested (clothing) item for the homeless.’ And then I saw what Toms was doing and Warby Parker just launched. This one-for-one thing is super-interesting and people seem to really resonate with it. I thought maybe we can do this for socks, donating socks as part of the business. But in order to donate our socks, we have to sell a lot of socks, so what is going to be our edge? We looked at the landscape. And took a business school mentality to figuring out where the opportunity was. A. There was a massive gap between the commodity bulk buying and then there was the sub-category of ultra-premium individual pairs. You got a running sock for $15 … a hiking sock … a basketball sock. Socks that were marketed toward endemic categories.
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