While innovation has in many ways tweaked our clothes, our shoes, our watches, our ankle-hugging friends have remained neglected. This made sock-preneur Aayush Goenka realize that socks needed a revolution too. Thus was born the idea of ‘noticeable’ socks – a transformational, orbit-shifting innovation, which set out to disrupt this previously sober and perhaps boring category. We started talking about socks 2.0. Better quality, eye-popping designs injected with a lot of new tricks up our sleeves. that’s what we’re promising to deliver.