For those looking for a way to go beyond simply thanking a veteran once a year, a couple of Austin entrepreneurs have invented a way to show your support every day.Especially in short pants.
Tina and Mario Barrett founded their social impact startup almost two years ago. Sockwork is a subscription service selling men's, women's and kids' socks, as well as men's boxer briefs, with 10 percent of the profits benefiting a new veteran charity every month.
This month, it's Stop Soldier Suicide. Previously, the company has benefitted Suits for Soldiers and Operation Once in a Lifetime.
Mario Barrett had the idea when he began his first private sector internship. He was still wearing his Army-issue black socks when he noticed his co-workers’ socks were fashion statements.
After graduating from West Point in 2007, Mario served as an Army officer for five years, completing one deployment to Afghanistan in 2009. In 2014, he graduated with his MBA from UT McCombs and now works for Deloitte Consulting.
Like many new, veteran-owned startups, Sockwork got an early boost in the incubator Bunker Labs.
“I’ve learned through my training how important it is to be resourceful and leverage what I have around me,” Mario said. “Bunker Labs has been a great resource … [and] provided opportunities that would’ve never been available had we not combined forces."
According to Tina, Sockwork has a 92 percent customer retention rate, which she attributes to great customer service.
“With the holiday season coming up, we expect to nearly double our customers as people use our gifting service,” she said. “With a small marketing budget, most of our sales are by word of mouth—and we still continue to grow!
But the Barretts are already taking their business to the next level. They’re now manufacturing their own socks as Purpose Outfitters, dedicating each new sock design to a fallen soldier by stitching his or her name into it and giving a portion of its sales to a local project on behalf of the family.
Like Sockwork, the American-made socks are also available through a subscription.
