Socks, a perennial Christmas-gift favorite, are hotter than ever this season. These are from Hanes.Special

To get to sole of fashion, just buy socks

Web posted December 17, 1996

By Denise Cowie
The Philadelphia Inquirer

They haven't had this much attention since the Laugh-In gang begged America to ``Sock it to me!''

Socks are hot.

Textured socks. Socks in incredible colors. Christmas socks that jingle. Hanukkah socks with dreidls and stars. Designer socks from Donna and Calvin and Ralph. Flashy trouser socks. Fun socks that sport astrological signs, aliens, hair dryers, dollar signs, musical notes, keyboards, dogs, cats, teddy bears .°.°. anklet socks trimmed with antique lace. Sport socks - lots of sport socks. Even luxury socks in chenille and cashmere and angora.

If you haven't already bought them for yourself, chances are you'll get some as a gift over the holidays.

``People want a fun sock,'' says Rachel Tifverman, hosiery buyer for Nordstrom in the Philadelphia suburb of King of Prussia, Pa. ``It's an inexpensive way to change an entire outfit.''

Yes, the sock market is definitely bullish.

Sales of women's socks were up 18 percent in the first nine months of this year, says Peter Simon of NPD Group, an apparel research firm in Port Washington, N.Y. Men's hosiery was up 8.3 percent.

``It's the best year in a long time for socks,'' says Sid Smith of the National Association of Hosiery Manufacturers, though they've been doing pretty well for the past five years. Especially for women and girls.

Dress-down Fridays, for a start, not to mention Mondays through Thursdays. Mr. Simon and Mr. Smith both attribute the sock boom to more-casual dressing at work and a trend toward comfort generally. ``Anything associated with a casual lifestyle/comfort issue is going to do well,'' adds Mr. Simon.

Comfort takes on real meaning when you consider that the average person takes about 9,000 steps a day, according to the American Podiatric Medical Association. That's 115,000 miles in a lifetime - or more than four trips around the world.

No wonder we want to cushion our soles with socks.

``They're a great treat for your feet,'' says Lauren Pulver, co-owner of the Ultimate Sock in Shops at Liberty Place in Philadelphia. ``And an inexpensive way to update your wardrobe.''

And they are inexpensive: just a couple of dollars for a basic sock at an off-price store to maybe $36 for an Italian cashmere number at Neiman Marcus.

One of the Ultimate Sock's best sellers is the trouser sock - today's knee-high, but more fun. It comes in a huge range of textures and patterns.

Thousands of women apparently are shedding their sheer nylons and donning trouser socks with their chunky heels and boots (though sales of tights are doing very well, thank you).

``With fashion today and so many women able to wear pants to work, you can make a fashion statement with socks,'' says Ms. Pulver. ``You can have plain black pants on and wear a pair of leopard socks with them, and it certainly makes a statement. And outside of work, anything goes.''

And then, of course, there's the sports market.

Apart from the legions of urban joggers and walkers, consider all the feet that go hiking, birdwatching, mountain climbing, canoeing, skiing, fishing, hunting, cycling, golfing and gardening.

Spencer Moore discovered how many athletic feet there are when he began marketing SealSkinz, DuPont's high-tech waterproof socks.

But right now, it's women's and girls' sock sales that are really hopping.

Clearly, there's just one thing to do when it comes to filling that Christmas stocking this year.

Put a sock in it.