Filip Pejic runs Society Socks, a subscription service that mails you two pair of colorful unisex socks a month, such as those pictured above (here's what other styles look like). The secret sauce: for every pair Pejic sells, he donates a pair of thick socks to charity, such as homeless shelters.
The bigger picture: Pejic is playing into an apparent trend. Mike Sykes, one of Axios' newest reporters, says he has 45 pair of shoes and a lot of socks. "I'd say they are a bigger thing, yes," he told me. "As we've begun to mesh business and personal settings across the country, wearing colorful socks has become more common."