ABSTRACT
On their website, the wool company Smartwool explains to its customers that while “plain white socks are just that—plain”, the curated socks it offers can demonstrate how “your life is packed with everyday adventures” (Smartwool, nd). Unlike plain white socks, the curated socks have a unique character; they are “bold” and “sure to liven up your sock drawer”. Smartwool has “sustainability targets” for its curated socks aiding customers to “recycle” their “old socks into new goods” (Smartwool, nd). A curated sock is a sock with personality; rather than a boring and ignorant sock, it is bold, animated, and ecological, and by wearing it, the potential buyer can also inhabit these traits.
