Renfro Brands, a leading manufacturer, distributor, and marketer of sock brands, wanted to address a simple need in the sock industry: there wasn’t a single, easy, engaging way for people to shop for socks online. They asked BMD to help create their first DTC brand, a dedicated sock marketplace, from brand strategy to launch. What became a “sock shop by the sock-obsessed” needed a name that would signal its connoisseurship and expertise. Loops & Wales, with its playful nod to knitting terminology, was born. Effusive, inviting, and more than a little excited by socks, the voice becomes an invitation to delight in all aspects of the formerly humble sock.