What's Cool In Road Cycling

DEFEET Does Designer With Alexander Julian at INTERBIKE 2018

DeFeet Founder Shane Cooper talks socks from DeFeet’s newest line – the Evo Mont Ventoux, the new sublimated sock where graphic design is unlimited, and the Wooleator – all while wearing the new UnDLite Sleeveless sublimated base layer designed by Alexander Julian.

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The DeFeet brand has endured for over 25 years because unlike a lot of other brands, these guys bring some serious personality to what they make – you could say it’s sewn into every sock.  Yes – I’m a big fan, and since 2003 when DeFeet started making PEZ socks, we’ve become friends – and yes, there was some drinking involved.

But as a true American brand – they source from local suppliers, and support artisanal designers and creators of cool products that appeal to cyclists who look for something deeper than so many other brands pass off as “brand image”. DeFeet’s brand image is led more by what the crew thinks is cool, than what the text books say they should do.  But one thing that’s always present is quality – I’m still wearing PEZ socks that are several years old – and they look almost as good now as they did new.

A tradition at Interbike is DeFeet’s show socks – I’ve collected ’em for years now, and even my two daughters now ask me to bring ’em home a pair to themselves.  This year’s design was a play on the old “Reno 911” cops & trash tv show.

As maestros of the the knitting machine – DeFeet can sew virtually any design into a sock, which makes their custom program so successful.  And if you have an eye on the pro peloton, you’ll see Team Quickstep (2018’s winning-est pro tour team) sporting DeFeet socks.  Those are DeFeet’s on Tour of California stage winner Fernando Gaviria.

New for 2019 is their collaboration with designer Alexander Julian, who offered his take on a new series of UnDLite base layers – sublimated poly-blend bases that no longer look like boring old underwear.

Watch my video with DeFeet boss Shane Cooper on the PEZ Youtube channel.

• See more at the DeFeet.com website.

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