Hotsox

Hotsox
Branding / Identity
Campaign
Packaging
Showroom
Collaboration
Digital
Social
Project Details

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The New Hotsox

Advertising + Representation

Renfro Corporation, the largest manufacturer of socks globally and under new management, retained DMA United to breathe new life into an owned heritage brand, HOTSOX.
Having invented the statement sock category in the 1970’s, the brand had been left to slide into a commodity position amongst an avalanche of new competitors.

Born from the creative union of music and art with a spirit of rebellion, the rebranding effort focused on modernizing the brand’s legacy by connecting with a broad consumer psychographic - The Creative Class.

With a positioning focus on personal expression and the freedom to - Speak Volumes - DMA United updated all the brand touchpoints including the identity, the creation of a new icon, packaging, website, launch campaign, and social media management.