Magic in the Making

It recently dawned on us that most people in the world are remiss to the concept of the trade show. Let it be said that trade shows are in fact the gas behind our engine. It’s where people find and discover us, and where a lot of the magic happens. Fittingly, most of that happens at Magic, the largest trade show known to man (well, the largest to us, at least).

Being a smaller, design-focused indie label, Sock It to Me set up shop in Magic’s POOLTRADESHOW, alongside other labels like Threadless (who brilliantly set up a ping pong table for guests to bank a few minutes of play time) and Maptote (who gave away hearty canvas totes silk-screened with a map of Vegas, complete with notable icons and landmarks).


To aptly capture the scene, POOL is like a massive marketplace of cool. Each wholesaler has a cube where they showcase their stuff, and it’s all about who can pull out the stops and do something radically different with their space, or present their goods in a unique way. We were excited to debut our brand new booth – an ultra lightweight/compact display for the hundred-plus pairs of socks that now don the Sock It to Me name.


Over the years, we’ve always had our greatest success at Magic. And this year was no different. In fact, it was our most successful show to date. Among the top sellers were the women’s Tree Owl, Dinomite, and Vampire Kiss, plus the vertically striped Rocket Ride and Love Luma. We also sold a lot of the men’s Octosock and Argyle Mustache.

Our newest SITM team member, Matt Stuart, also joined us at the show, saying later that he enjoyed being around the buzz and excitement for our brand. Truth be told, that enthusiasm is something we never tire of. Even though we didn’t see any star sightings this time around, we’re pumped to know that we’re loved and adored by the everyday kind of folk. Celebrities or not, we love our customers just the same! xo

Paris Hilton Magic Convention
Miss Paris Hilton spotted at Magic

p.s. If you’d like to catch more of the scene in action, take a peak at this scroll of images from last year’s POOLTRADESHOW, plus a few snaps from this year’s show, as well.

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