Each week a new sneaker drops and the grimy old socks you pair them with get one step closer to death. The summer heat is not treating our feet well, and continuing to cram holey socks into your new creps has now reached the point that it’s embarrassing. Your feet need a wardrobe upgrade.
Enter HADAS, the Italian brand who’s aspiration is to move socks away from a mere accessory and towards a centrepiece design. No longer are socks a greying afterthought stuffed into your shoe; at HADAS they’re the main event. Featuring vibrant colour-blocking designs, they’re the ideal accessory for those looking to cultivate a unique wardrobe supported by stand-out pieces.
Made in Italy from the highest quality organic cotton, the debut collection now available on HADAS’ website and soon to be featured on stockists such as Goodhood, includes a broad variety of styles each playing on a distinctive vibe. Their anthology of designs offers seven styles and twelve colour-ways, from simple black and beige wardrobe staples to eye-catching geometric motifs.
The HADAS pillars logo, featured on much of their debut collection, is a self-proclaimed homage to the double-slit experiment, a bizarre quantum study used to symbolise the sock brand’s mysticism and rejection of the conventional. The logo’s angular dimensions paired with their vibrant colour-schemes creates a clean, structured motif that will effortlessly complement any outfit.
Even their name itself, based on a translation of the Greek name for the God of the Underworld, “Háidēs”, is metaphor linking HADAS to the concept of the forgotten and “the unseen”, which relays HADAS’ willingness to take a design path less-trodden
The intense orange and mint-green of their pillars logo against the clean beige base of HADAS003A – the third design from the selection – provides a subtle pop of colour against an otherwise subdued background. However, they also feature more intense colourways, as seen on HADAS002A, a sunny yellow number, with green, pink, and orange detailing.
Alongside their more dynamic socks, HADAS supplies a number of basics, including simple black, beige and forest-green renditions, still exhibiting the bold, structural HADAS emblem in complementary shades, but at a calmer pace.
Check out HADAS’ debut collection at www.enterhadas.com and refuse to continue neglecting your sock-game this summer. You might just like them so much that the next pair of sneakers you cop are see-through.
More on CULTED
See also: WHAT YOU SHOULD LOOK OUT FOR THIS WEEK
See also: KENNY ALLSTAR: INSIGHTS FROM A BRITISH INSTITUTION