Nic Haralambous, a tech entrepreneur with limited knowledge about the fashion industry creates the first subscription sock company in South Africa, called NicSocks. The socks have colorful geometric designs and are made of bamboo, as he wants his socks to be environmentally friendly and entirely made from local materials. After a month of placing photos of the socks online NicSocks has sold over 1, 000 pairs not just in South Africa but also in France and the U.S. On his website, Nic calls his designs foundations because he believes that socks are the foundation of the style that men choose to wear. As he have before put together a whole outfit based on the color of his socks.
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