CONTEXT: There’s an unwritten rule in Liverpool: NO WHITE SOCKS. Scousers only wear black socks.

INSIGHT: If you wear white socks you risk being called a ‘wool’ or a ‘woolyback’, which is a highly offensive, local term for outsiders.

CHALLENGE: Turn this local culture into a behaviour others want to
adopt beyond Liverpool.

IDEA: A sock brand that recycles old socks (especially white ones) and turns them into sustainable black socks. Good for your style and the environment.

GOAL: To make a difference to your life, to someone else’s life and to the planet.