Kickstarter never ceases to amaze. Case in point: Ministry of Supply’s “Atlas” line of shmancy high-tech men’s dress socks. Because when you’re sitting behind a desk all day, you definitely need something to wick away the sweat produced by your completely still body.
Ministry of Supply’s infomercial-esque Kickstarter video aims to confuse your brain into turning off with terms like “photogrammetric strain analysis” and lots of diagrams of feet with little squares and arrows. And yet for some reason, the Atlas sock Kickstarter brought in $204,601 — way, WAY more than its $30,000 goal. I guess people like paying $14 for a pair of socks?
Oh sorry. Not just ANY socks — coffee-infused recycled polyester ones, according to Ecouterre:
“Odor molecules which are largely made of carbon are strongly attracted to the carbonized coffee,” the company explains. “Atlas has a unique structure (kind of like a sponge with lots of surface area), which allows the particles to absorb a lot of odor. It’s the same concept used in your Brita filter to absorb impurities [and give] you clean, fresh water.” The odor, it adds, is released during laundering, returning the sock to its “full capacity.”…
Don’t worry about your twinkle toes smelling like java, however. “Atlas uses carbonized coffee which has been reclaimed from coffee roasters and shops, and is processed through a pharmaceutical process to remove the coffee oils (so it won’t smell like coffee!) and is then infused into our recycled polyester yarns,” the company says.
They don’t even smell like coffee?! What a rip-off.
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