Our story

"I want to make the best sock that’s ever been made." -Bob Yoe

That’s how FITS began. Pretty straightforward, really.

Bob wanted to make socks measured in how they function versus how fast you can make them. So he set out to solve three areas where socks often came up short: bunching in the toes, heel slippage, and falling down at the ankle. He solved them all right. He also ended up creating an entirely new sock structure that fits, contours and holds to the shape of your foot. Whole Foot Comfort. Better fitting, movement freeing, energy flowing. Heels and toes getting along.

It’s not the easiest way to make a sock, nor the fastest or the cheapest. But it sure does feel good on your foot. Like a brand new sock feel every time you put them on. For many, the unique fit of FITS is nothing less than a revelation. An improvement felt immediately with benefits that last. The answer to a long dissatisfaction with the way traditionally-made socks feel.

If you’re someone who spends a lot of time on their feet, or if you just fancy yourself a sock person, then you owe it to that self to try a pair of FITS. They look a bit different, because they’re made differently. But hey, don’t just take our word for it. Wearing is believing.

Bob, he had a vision alright. How seamless knitting, compression science, and merino wool could combine into the best fitting, best feeling, best for you sock that’s ever been made. Or, as many of our loyal customers have come to call their FITS: Best. Socks. Ever.

Pretty straightforward, really.