Since the global financial crisis, there’s been a welcome return for many guys to the concept of investing in select quality items over the purchase of throwaway “fast fashion”. The cycle for men has come full circle and there’s a newfound appreciation for clothing and accessories that are classic in style and manufactured to a standard that will withstand long-term wear.
But an investment in quality doesn’t always mean spending more. It can be as simple as doing a bit of research. Purchase essential classic pieces, accent your wardrobe with quality accessories that express your personality and educate yourself on materials and construction.
One new Australian company that prides itself on offering men an “affordable luxury” product is Fortis Green. Launched through crowd funding site Kickstarter this month, Fortis Green hit its funding goal in less than 48 hours with a range of merserized cotton dress socks. This men’s accessories brand is using the “Rolls Royce” of European sock manufacturers in order to offer up a collection of bright, high fashion dress socks that simultaneously focus strongly on construction.
There’s more to the creation of a luxury dress sock than the general wearer could imagine, but Fortis Green founder Ray Willmoth has spent almost a decade in the men’s accessories business. With an almost fanatical obsession with perfecting “the ultimate sock” Ray had spent over a year designing, sampling and testing before launching his first collection. Every aspect has been considered – from the art deco inspired colour palette, to the hand linked seamless feel toe. A single ribbed welt eradicates tight elastication at the cuff and also reduces sagging. A reinforced heel & toe prevents holes and Swiss textile company HeiQ finishes the socks with a silken hand feel and antibacterial odor eliminating properties.
Like a tie, the right pair of dress socks can enhance and perfectly finish any outfit. It’s an affordable way to add character to a classic suit or smarten up a more casual look. The Art Deco posters from the 1920s and 30s that have inspired this sock collection comes from an era renowned for the introduction of strong pattern and bold colour combinations. Whether you want to make a statement with pattern – the range offers up a selection of dots, checks and chevron stripes, or you prefer to rock a block colour, Fortis Green has something to suit.
Hitting their production target in less than 48 hours through Kickstarter demonstrates there is a real desire for men’s quality socks. The campaign will run until the 24th of March. You can see the full Fortis Green story here.
The range will then be available through selected menswear retailers from May.
The concept of value may be subjective but for the price, design and the quality, Fortis Green socks hit the mark on all fronts.
Author: Jared Acquaro
Jared works in menswear and product innovation in Melbourne. His blog A Poor Man’s Millions was founded in order to share his passion for classic men’s style and to demonstrate his ethos that you do not need to spend a fortune to dress well.