Dudes and their sock drawers don't usually have the best relationship: Business attire forces guys to invest in blah black and gray pairs, and single socks mysteriously go missing in the wash. It all amounts to a strained (but necessary) co-existence, and, until recently, there wasn't much a fella could do about it. Enter Nice Laundry, a snazzy new D.C. start-up company aimed at injecting some fun into this crucial component of the male wardrobe.
When the official e-commerce site launches later this summer, here's how it'll work: Nice Laundry will send you a coordinating pack of six pairs for just $39 (you can also go all out with 18 pairs for under $90). Available in patterns ranging from fresh stripes to colorful camo, the high-quality socks are made at the same factories used by J. Crew, and bring a subtle dose of swag to even the most predictable chinos-and-button-down combo. Also cool: Each order will include a pre-paid envelope, which you can use to ship your old socks back to be recycled into eco-friendly things like home insulation.
Run by former LivingSocial employees Ricky Choi and Phil Moldavski, the weeks-old Kickstarter campaign is drawing attention from Mashable, Valet, and other Internet know-it-alls for the cool concept and affordable product — as well as the impressive amount of cash the online effort is pulling in. How impressive, you ask? The campaign hit its $30,000 goal within days of launching, and has gone on to raise over $100,000. According to its founders, Nice Laundry broke the record for highest number of backers of a fashion campaign within the first 24 hours on the site. Not bad for a month-old clothing company, right? You can still get in on the action, but you'd better hurry — the Kickstarter campaign closes on Monday, April 15, at 6:15 a.m.