Allison Strumeyer had drawers full of ones that looked cool but sagged and bunched, and plenty that fit right but came in only black, white, or gray. She couldn’t find a pair of socks that did both. The bright, playful ones usually came from novelty shops and felt cheap. The performance socks looked like gym wear and didn’t pair well with anything else. She and her partner, Ben Rosenbaum, started wondering why the options were so split—style or comfort, but never both.
They started building Doublesoul in 2020. At the time, Allison had been working in operations and strategy for a tech startup. Ben came from a creative background. They started sending prototypes to friends. The early samples didn’t hold up. They were too slippery, or too tight at the cuff, or didn’t survive the laundry. They kept going, testing changes to the arch support, the toe seam, the heel tab. They tried dozens of factories until they landed on one that would do small runs with recycled yarn and could stitch the patterns clearly.
They launched with just one sock. It came in solid colors and a mid-crew height. The brand grew quietly at first, mostly on Instagram. Then they started releasing small batches with artists, designers, and internet creators. The first few sold out quickly. Then they did another one, and another. They kept the runs small and didn’t repeat patterns. Each release had its own label and came in custom printed envelopes.
One of those drops ended up in front of Pete Davidson. He liked the socks and started wearing them. Eventually he got in touch. In 2024, he joined Doublesoul as a creative director. He helps guide the visuals for some of the releases and appears in campaigns. The tone didn’t change much—it was already leaning absurd and deadpan—but the drops got louder and faster. The brand leaned into weird product names, strange phrases printed on the soles, and collaborations that didn’t always make sense on paper.
Doublesoul socks are soft, snug, and lightly padded at the base. There’s a band of ribbing through the arch for structure, mesh venting on top for breathability, and a cushioned tab on the back to protect against rubbing. The toe is seamless. The ankle doesn’t slouch. They come in several lengths: quarter, mid, and crew.
Most pairs are made from a blend of certified organic cotton and recycled nylon. The dyes are water-based and certified for safety. The packaging is paper, usually printed with custom art tied to the collection. Everything is produced at a small family-run factory in Portugal.
Doublesoul has released dozens of designs including fruit prints, nostalgic patterns, mismatched pairs, solid color packs, and branded socks from collaborations. Some pairs are themed around artists or album drops. Others come from meme accounts or creative agencies.
Doublesoul is still run by a small team in New York. They don’t sell wholesale. All sales are online through their site. The drops are announced in advance and often sell out. There’s no subscription or restock calendar. If you miss a pair, you can’t get it again.
Allison still oversees operations and product development. Ben handles design and creative direction. They release about one or two new sets of socks each month. Occasionally they open a short preorder window for people who want basic colorways with no frills.
The socks aren’t made for sport, and they’re not made to match a suit. They’re made for everything in between—commutes, errands, walking the dog, sitting on the floor. That space is where Doublesoul lives.
