The socks by Milanese label Maria La Rosa, launched in 2020 and sold at $50 a pair, have become popular for their whimsical design and uplifting effect. With 25,000 pairs sold, including 14,000 in the past year, they are available in 40 colors across various stores, particularly independent boutiques like Yucca in Denver. Customers like Cynthia Cohen wear them for fun and to brighten their outfits, despite initial shock at the price. Their surprisingly thin design has led some to incorrectly assume they are single-use items, adding to their charm and intrigue.
The socks are made in Italy and cost about $50 a pair, a price that some say is worth it for the joy that the socks have inspired.
I just wear them for myself to feel like I'm having fun, said Cynthia Cohen, who sometimes wears the socks to liven up an outfit.
Since Maria La Rosa introduced them in 2020, it has sold about 25,000 pairs, with more than half sold in the last year.
Their appearance has also confused some customers, with some thinking they are single-use due to their thinness, like a piece of paper.
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