A little more than a year ago, an unlikely fashion startup with MIT roots launched a Kickstarter campaign for a technologically advanced dress shirt. In one month, Ministry of Supply, a MassChallenge 2012 finalist, raised $429,276 from almost 2800 backers for their sweat-wicking, temperature-regulating shirts. After one of the most successful fashion projects in Kickstarter history, MoS expanded their product line to include pants and undershirts using the same ‘NASA space suit’ technology as the original dress shirts.
However, the folks over at Ministry of Supply were not satisfied. Believing they could bring more innovation to fashion, they launched a Kickstarter campaign last month aiming to improve another staple of the everyday wardrobe.
Only this time, MoS is trying to disrupt socks.
The Kickstarter campaign for Ministry of Supply's "Atlas" sock ends tomorrow, and, by some measures, this campaign is even more successful than the first. The Atlas performance dress sock is "body-mapped" for better fit and is also infused with Carbonized Coffee to eliminate odor and "keep your feet fresh-like a Brita filter in your shoe."
MoS Co-Founder Kit Hickey explained that project started after a lot of their customers requested that the company attempt to develop better socks. "We did a lot of testing: how the skin of the foot moves, how socks don’t really move with the skin, etc," Hickey said. "One day we were going through the perfume section of the mall and noticed how they give you a sniff of coffee to clear your smell palate before testing the next scent," she explained. "At that moment, we realized that coffee grinds are really good at clearing out odor."
"We wondered if it could do the same thing if it was integrated into socks," Hickey added, "so we worked with our manufacturer on getting coffee into the socks.
The current campaign has far exceeded the initial goal of $30,000, with almost $200,000 in funding. Although the amount is not nearly as much as the more than $429,000 MoS raised on its first Kickstarter campaign, they have more people backing the Atlas sock project than backed the MoS Apollo dress shirt. Almost 2800 people funded the Apollo project; currently, more than 3000 have backed the Atlas sock campaign.
The Atlas Kickstarter campaign ends tomorrow and there are plenty of opportunities left to be one of the first customers to get your hands on the socks when Ministry of Supply starts shipping its latest fashion innovation (the expect to ship in November). You can get involved and get some sweet pairs or socks through Ministry of Supply's latest Kickstarter campaign here.
Dennis Keohane is a staff writer for VentureFizz. You can follow Dennis on Twitter (@DBKeohane) by clicking here.