Subtitle, the economics of socks. Sometimes it’s true, you get what you pay for, and sometimes it’s not. For example, smart wool is all the rage, but despite premium prices, I wear right through them. Six months and it’s just my dogs and terra firma. Total disappointment. The question is why did I stray in the first place from the world’s best socks?
Also expensive, but I found a “20% off” internet coupon and they gave me free shipping so the total came to $18.40 for 3. I bought three packs. $6 per and I promise you these babies will last six years. I challenge you trendy smart wool lovin’ readers to find socks for $1/year.
One problem. They say “Ironman” on them so Travis, my bro, and other real Ironpeople will call me a poser and hurl things at me whenever they see me in them. That’s why I’m keepin’ my shoes on.
Sorry to burst the bubble of all of you who thought you’d never live to see me endorse a product, but soon I’m sure I’ll be asked by Wigwam/Ultimax to sign a lucrative sponsorship deal for free socks.
Everyone has a price at which they’ll sell out, mine is $18.40 and free shipping.
Even if you’re not a runner, even if you prefer to rock the high black dress socks with shorts in the summer, buy a pack or two or twelve now. These socks will change your life.
I hope I haven’t set the bar too high with this inaugural fitness footnote. I just hope I can continue to provide this type of essential, hard-hitting, insightful fitness-related writing every two weeks.
Postscript. I returned from FL two days ago and quickly opened my Road Runner Sports package. I was disappointed that the new version of the socks aren’t quite as thick as the old ones. This is one case in which less is not more. Alas, I guess this unpleasant surprise is symbolic of America’s relative decline. When political scientists and economic historians tell the story of the decline, I suspect they’ll point to the thinning of the Wigwam/Ultimax triathlon socks as an important marker. They’ll still change your life, maybe just not as much as before.
Pressing Pause 
Ron, I noted your compliments about Wigwam Socks and appreciate them. We are a family owned company and produce everything we sell in this country. And we have been around for 104 years, having started out just making wool socks, long before Smart Wool ever did. We have not gone the import route since we believe we can make better socks in the USA than by buying them overseas from companies that don’t make them quite as well and also we like having control over our own destiny by making socks that are functionally effective, attractive and long wearing. You may not realize it but Smart Wool doesn’t make any of the socks they sell. They contract to have them made in this country or overseas.
In addition I have noted your comments about the “thinner” Wigwam/Ultimax socks you just received. We make a number of styles in the Ultimax construction in varying lengths and weights. And we have not changed the weights of the original socks in this category since we introduced them. We now reference Ultimax socks with the name Pro in the name of the style. We did this following a rebranding project we completed last year. If you would advise as to the specific style name or number of the socks you just received and those you have used previously we can get you the socks you have preferred.
Sincerely,
Robert E. Chesebro Jr. President and CEO
Wigwam Mills, Inc.
I think the first customer service rep I talked to didn’t know the two different socks-triathlon and running-because he said they’re the same thickness. I called back and rep 2 said I probably wanted the running because they have more cushioning in the forefoot and heel. So I’m mailing them back for an exchange. The problem is the last ones lasted so long I forgot which one I preferred. Note the first celebrity comment. Oh yeah, expect A LOT more product recommendations now.