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Four young men are standing side by side on a narrow, snow-covered road, smiling at the camera. Behind them: a winter landscape with snow-covered fields, bare trees, a red farmhouse, a barn and mountains.

DirtySox – The story behind the cheeky socks

From a cyclo-cross adventure in the USA to sustainable, eye-catching socks for stylish athletes.

You’ve probably wondered at some point how we came up with the idea of naming our brand after dirty socks. The answer takes us back to 2011. At the time, we – Lukas and Till – were still passionate elite cyclists. A pivotal moment came when Lukas travelled to the US in the autumn for a cyclo-cross tour. There, the strikingly colourful socks worn by the ‘cool kids’ immediately caught his eye. Lukas was instantly convinced: something like that would go down a treat in Europe too! He wanted to take on the white socks – and that was the birth of DirtySox.

With a good dose of persuasion and shared enthusiasm, Till was quickly on board, and just a few days after the initial idea, we’d raised the start-up capital of 800 CHF. The first order with Defeet in the US was placed in no time. And then everything happened very quickly: the first collection sold out within a few days and our adventure had really taken off.

DirtySox has been more than just a sock brand from the very beginning. We wanted to create products that make you feel good on your bike and during all your sporting activities. Our aim is to combine the highest quality with unique designs, all at a fair price. We’ve always been committed to 100% European production – because this not only allows us to keep the environmental footprint of our products as small as possible, but also ensures that everything is manufactured fairly and sustainably. We’re proud of our heritage and the history that has made us what we are today. And it’s precisely this history that’s woven into every pair of DirtySox socks you wear.

DirtySox Insider

‘The most beautiful tour that nobody knows.’ Under this motto, we collect tour suggestions in our community and share them with you. We look forward to feedback and reactions. Share your activity with the #dirtysoxinsider.

Have fun!

Do you also have a tour you would like to share with the community? Submit now*

*As a thank you, you will receive a pair of socks as a gift from us.

Sponsorship

From professional cycling teams to children’s cycling camps, we support numerous teams and organisations with our performance socks. You can find a selection of our partnerships in the list below.

If you’re looking for a sock partner for your team, don’t hesitate toget in touch with us.

Six female cyclists smile in blue and red racing jerseys reading ‘CERATIZIT’. They stand close with arms around waists or shoulders on a road outdoors. Trees, a sign and people are in the sunlit background.

Ceratizit

UCI Women’s World Tour Team

Five cyclists in black and yellow jerseys, helmets and glasses ride single file on red road bikes along a tarmac road. Green hills and woods are in the background. A black Mercedes-Benz support car with roof bike racks follows.

Lotto-Kernhaus

UCI Continental Team

A young cyclist jumps off a blue-and-orange wooden ramp on a turquoise mountain bike. Wearing a helmet and green T-shirt, he is mid-air with his front wheel higher than the rear. Buildings, trees and other cyclists in park.

MSSports

Children’s sports camps

Social Engagement

We have been supporting various charitable organisations and projects right from the start. For example, we have already produced socks for the Cancer League’s Race for Life, TNBC Cancer Research, Gummilove and Team Rynkeby. Special editions are currently available in our online shop to support the Laureus Sports for Good Foundation, Swiss Sports Aid, the Glacier Initiative and Queer Amnesty.

Do you have an idea for a charity partnership? Don’t hesitate toget in touch – we’d be happy to help you make it happen.

Laureus Sport for Good Foundation Germany logo: a stylised figure with raised arms inside an incomplete circle, white on dark blue. Below are ‘Laureus’, ‘SPORT FOR GOOD’ and ‘– GERMANY –’. It symbolises sport as a social force.
Two red, stylised, interlinked hearts forming an infinity symbol float above the red lettering ‘pumpforpeace’ in lower-case letters. The minimalist logo symbolises togetherness and warmth against a white background.
A stylised open mouth with bright red lips and white teeth on a black background. ‘GUMMI’ on the upper lip and ‘LOVE’ on the lower lip. White outline on a pink background. Small circular ‘G’ logo bottom right.

Sustainability

Sustainability is a key priority for us. That is why we work exclusively with small European manufacturers. By manufacturing in Italy, the Czech Republic and Poland, we are able to minimise transport distances and, consequently, CO₂ emissions from transport. We are also striving to switch our products to sustainable materials. Since 2022, we have been using fabrics made from recycled materials for our jerseys and have also launched our first range of socks made from recycled yarns. You can find an overview of our production sites on the map below.

A map of Europe shows the countries where cycling gear is produced: the Czech Republic for socks, Poland for caps, Italy for socks, cycling clothing, base layers and cycling caps. Switzerland is also marked on the map.
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