The Story Behind i hate socks

Hi! We’re Gill and Kate—two mums, five kids between us, and more early-morning sock meltdowns than we care to count.

Every school day started the same: “These socks are scratchy!” “The seams feel weird!” Cue the tears (sometimes ours). Our kids—true sock critics—couldn’t stand the bunching, the seams, the scratchy feel. We joked that we should start a brand called i hate socks because that’s all we heard. And then it hit us: maybe we should.

We hunted for a solution and discovered a big gap in the market for soft, seamless-feel socks, especially for kids with sensory sensitivities. So we got to work. And wow, did it take work—18 months of designing, sampling, testing, and a few late-night “will these socks ever be right?” chats.

The result? Our Perfect Sock.

Bamboo magic for softness that actually stays soft—even after a million washes.

Seamless feel so there’s nothing to rub, bump, or annoy little toes.

No loose seams, no drama. Just happy feet and calmer mornings.

Now our kids pull on their socks without a fuss (miracles do happen), and we’re on a mission to help other families skip the morning battles.

Whether your child has sensory needs, or you just crave socks so comfy you forget you’re wearing them, i hate socks has your back (and your toes).

From our chaotic households to yours—here’s to smoother mornings, softer steps, and socks you’ll actually love to wear.

Gill & Kate 🧦