With a deal to be the NBA's "official on-court sock," as well as an investment from Heat G Dwyane Wade, Stance is "turning athletic socks into a big fashion business," according to Evie Nagy of FAST COMPANY. Stance's popularity is the "result of savvy partnerships and marketing, but the socks are also simply a product that customers consider a huge improvement over existing options." Their "eye-catching designs are enhanced by a proprietary dyeing process that keeps images intact even when the material is stretched." Stance is "known for its bold prints: Popular styles include the Wagner 2, which features fluffy white clouds, and the Patriot, which has red stripes on one sock and a blue-and-white star pattern on the other." Though Stance "started by selling men's products, the company's two-year-old line of women's socks now accounts for 20% of sales." Next, the brand "plans to expand into another branch of basics: underwear." A line of men's briefs is "set to debut later this year, followed at some point by women's." The socks "range from $10 to $25 a pair, and are sold at both Foot Locker and Nordstrom, along with thousands of specialty shops" (FAST COMPANY, 10/ '15 issue).
