We’re stoked to have launched our brand new range of underwear for guys and girls. They’re available online or in-store, ready to be delivered to your door! And the best bit? They’re handmade by a women’s upliftment and empowerment initiative in Masiphumelele, Cape Town, using fabric off-cuts that would otherwise have been destined for landfill. Eco-friendly, socially-conscious and totally unique, we’ll raise a glass to that!

They’re eco-friendly

Designed for the ladies and gents out there who wish to make more eco and socially-conscious choices when it comes to fashion, our range of underwear up-cycles fabric that would have otherwise headed for the waste stream. Using fewer resources to create our underwear and thereby reducing the clutter in a world already overwhelmed by fast fashion and an abundance of material things has got to be a good thing, right?

They’re socially conscious

Not only are they eco-friendly, our undies are empowering too. They’re handmade by a cooperative of women in Cape Town. Unemployment is a huge debilitating factor in here in South Africa and so being able to partner with such an awesome upliftment programme that creates jobs and provides important skills training possibilities has been an overwhelmingly humbling experience.

They’re totally unique

Our undies are truly one-of-a-kind. No two pairs are ever the same! The fabric design of each and every pair is entirely unique, because:

1. For a happier planet, we use fabric off-cuts that would otherwise have gone to waste
2. Life could do with more surprises and magic.

Underwear drawer in need of a refresh? Now you know where to come to find yourself a pair of local, sustainable, empowering, and hot undies that make a real difference to the world. Added bonus? Sexy Socks Subscriptions are finally here! You can save up to 25% when you sign up to get a new pair of socks or jocks (or both?) every month. Winning!

With the Cape Town Cycle Tour, the Stellenbosch World Cup Mountain Biking Championships and a whole host of other epic cycling races coming up, we thought we would ask some of the big cyclists we know and love here at Sexy Socks for their top kit essentials. Without further ado, here they are.

Dewald Lötter 

I am a 32-year-old cycling fanatic – from the latest bike technology, health and training to looking good on the bike with kit and accessories, I’m passionate about it all. I pride myself on being approachable, learning new skills on and off the bike and being involved in the cycling community. I put hard work into my cycling endeavours and achieving great results – through training hard while maintaining a full-time job as a project manager.

What are your top three riding essentials?

I would say the contact points make a ride enjoyable or horrible:

1. Good kit/shammy/shammy creme

2. Good gloves

3. Good shoes/socks

Last one, favourite pair of cycling socks from Sexy Socks’ range?

The Cycling De Stijl socks are my favourite as they fit with almost any outfit and remain easy to clean after a MTB ride.

Elné Owen

I’m an enthusiastic 18 year old cyclist. I developed my love for this sport at the age of 14. I love spending hours on my road bike and I was lucky enough to go to the World Road Championships in Norway last year. This is my first year as an U23 cyclist and I’m extremely excited to see what it holds! I moved to Hilton in Pietermaritzburg at the beginning of 2018 to focus on being a full-time cyclist and improve my weaker points on the bike. I love travelling and I mostly travel for races in South Africa and I’ll be travelling to Europe at the end of May for some intense European racing! Cycling isn’t part of my life, it is my life!

What are your top three riding essentials?

My top 3 riding essentials have to be:

1. My Trek road bike.

2. Chamois cream.

3. Powerbar supplements – gels and bars.

Last one, favourite pair of cycling socks from Sexy Socks’ range?

I love my my pair of Wheels in white. I also own a black pair! They are super comfy and very stylish.

Bruce Campbell

I am a teacher by day and an adventure-seeker every other hour, always looking for the next challenge. I used to be a top triathlete but have since been diagnosed with a rare condition that has rendered me unable to run. I now ride my bike in many events trying to raise more awareness for the Rare Disease NPO and help others out there find a diagnosis and perhaps treatment for their condition. I really love the places I get to see on my bike and the people I get to meet.

What are your top three riding essentials?

Things I can’t go without when riding:

1. Chamois cream.

2. Sun glasses.

3. My multi-tool.

Last one, favourite pair of cycling socks from Sexy Socks’ range?

I really struggle to choose a favorite pair as I believe I ride with the pair that plays to my mood, I really love the new neon range and the Cycling Rocketeers are awesome as well. When racing I like The Checks, they are great to race in as when mountain biking I can sometimes go through rivers and mud, they look good before and after.

Dean Hopf

I started riding bikes when I was young, racing on the road and track. As I got older I started doing triathlons – and I now spend time running up mountains, riding along the coastline and avoiding the swimming pool as much as possible. Whenever I am struggling to find my training mojo, my bike is my favourite go-to – nothing provides the same escape from the chaos of everyday life.

What are your top three riding essentials?

1. A pre-ride coffee: I never start a ride without one. Perfect kick-start for any ride, even if it is a ride to get more coffee…

2. Sunnies: the African sun is brutal, and the Cape Town mountain bike trails are dusty, especially at the moment.

3. Quality bib-shorts: no one likes a sore bum…

Last one, favourite pair of cycling socks from Sexy Socks’ range?

Difficult one! In no particular order – Diamonds, Cycling Flamingoes and Cycling De Stijl.

Anthony Haralambous

I am actually a pilot with a bit of an addiction to endurance sport. I started my journey about two years ago, I was very overweight and started cycling to try lose a few kilograms and, well, the rest is history. I entered the Durban 70.3 in June 2016 and from there on in it’s been non-stop hammer time for me! 72kgs later I’m still not the best runner (in fact I hate running – I only do it because it’s part of the race), I somewhat enjoy my swimming but my real strength is pushing down on those pedals! There’s nothing more rewarding than riding a bike especially a mountain bike, killing yourself to get to the top of a mountain or trail and then being able to just bomb down some of the finest tracks and trails in the world – the adrenaline rush is something you can’t explain and the post-ride endorphins are what I think really get me coming back for more!

What are your top three riding essentials?

1. Food! It is the only essential in my eyes. Before, during and post any cycle, food is the key to my success! During a ride stroopwafels are my go-to and banana bread or the classic peanut butter sandwich.

2. Next essential – it’s not ‘cool’ but it’s the good old tight lycra cycling kit! If I’m going to be sitting on a saddle for 4-6 hours, I need to be comfortable.

3. Socks are imperative to being comfortable and looking swag when riding. Key things in a sock are a thin sole and thick but comfy leg without a tight cut off.

Last one, favourite pair of cycling socks from Sexy Socks’ range?

The Cycling Flamingoes and the Cycling Rocketeers.

Pietie Oosthuizen

I am 23 years old and have always loved an adrenaline rush. I’m a full-time modern pentathlete, which consists of swimming, fencing, horse riding, running and shooting. I travel all over the world to attend competitions and 2020 Tokyo is my biggest dream of all time. Cycling forms quite a big part of my life as I enjoy hitting the trails on my mountain bike or exploring some roads with my road bike. My love for the bike started from a young age on a motorcycle actually – I made the switch over to cycling as my dad thought it was a safer option for me.

What are your top three riding essentials?

There are many, many things that are important when cycling. The top three things for me:

1. Most importantly, making sure you are nourished and hydrated when on the bike. Without the correct hydration, you put your body under some serious pressure. Eating is also important to keep up the energy levels, I love using energy bars and small snacks while I ride.

2. A spare tube when cycling on the road bike.

3. A mountain bike repair kit.

Last one, favourite pair of cycling socks from Sexy Socks’ range?

I love the Polkadots!

Our Cycling Socks are available online or in-store, ready to help you breeze up those hills or motor to the finish line. Designed for comfort, support and speed, and available in 12 different designs, they go for R149 per pair and, as always, for each pair you buy a pair of school socks is given to a child in need.

Slowly but surely many of us are becoming more aware of the consequences of choices we make as consumers. From refusing that plastic bag at the checkout to choosing to shop more locally and with brands that care about people and planet (not just profit), our shopping behaviour can have a positive impact on the world around us. This is what is so awesome about the conscious fashion movement and why we are proud that Sexy Socks plays a part in it.

What is conscious fashion?

It’s difficult to find a true and agreed upon definition of ‘conscious fashion’. However, the identifying factors of a conscious brand often include the following:

  • A dedication to sustainable processes and practices
  • A strong code of ethics
  • A larger mission to impact the world positively
  • A commitment to delivering a measurable impact

Conscious fashion brands keep social and environmental concerns top of mind and use their business to give back to the community in some way.

The good news is that these days shopping consciously doesn’t have to come at the expense of style. There are tons of great examples of brands blending on-trend design while keeping ethics high on their priority list and pushing their mission to the forefront.

Conscious brands like Patagonia, TOMS, Warby Parker, Rareform, Parker Clay and more do an excellent job of embracing conscious fashion through various means from their use of materials or supporting a cause to minimising environmental impact or achieving social change in local communities.

The number of companies making an effort to create positive impact through commerce is on the rise and Sexy Socks is proud to be part of the movement.

Sexy Socks adds a conscience to your fashion

We are on a mission to make a difference in South Africa, and using our business to achieve social change is our main focus. Sexy Socks currently operates with a simple one-for-one goal – for every single pair sold, we give a pair of school socks to a child in need.

It’s impossible to accept that so many South African children don’t have something as basic as a pair of socks to wear to school, and it’s our mission to change this.

Warm toes = easier to concentrate at school = more learning = better education

We don’t only do it because of the socks. We believe that social entrepreneurship has the power to effect significant change, all over the world but particularly here at home in South Africa. Our sock drops are the highlight of our one-for-one business, because they provide us with a platform to talk directly to the children we meet about social entrepreneurship. If we can inspire just one child to become a social entrepreneur, it will be worth thousands and thousands of socks.

We can’t wait for the day when fashion brands don’t need to be labelled as ‘conscious’, the day when these principles are practiced industry wide and no longer considered an exception.  Today, we’re honoured to be one of the brands paving the way in South Africa and look forward to inspiring change for years to come.

The Christmas countdown is on! But before you hit the mall, hoping for lightning to strike with the perfect gift idea for uncle Jack, consider this… this year, leave your frenzied shopaholic-self behind, rather spend your days on the beach and buy a gift for each of your family that really means something: Sexy Socks.

Why should you want Sexy Socks?

We are on a mission to make a difference in South Africa. For every pair of socks sold, we give a pair of school socks to a child in need. Sexy Socks is where your ankles meet your social conscience.

We don’t only do it because of the socks. Our sock drops are the highlight of our one-for-one business, because they provide us with a platform to talk directly to the children we meet about social entrepreneurship. If we can inspire just one child to become a social entrepreneur, it will be worth thousands and thousands of socks.

So far we have given away over 44,000 socks to children who really need them. Choose a pair of Sexy Socks for each of your family this year and a whole classroom could have warm toes (and better concentration) when they start school again in January.

How to avoid the mall

Rushing about the mall at Christmas filling your trolley with gifts that could quite possibly end up in the present drawer themselves in a matter of hours, is just not how things need to be done! Pour yourself a cold one, shop online and feel good about spending all that moolah.

Find something, for everyone 

We’ve got a design for every family member, from the more outrageous Sexy Lollies to the classic Sexy Sailor. They’re all made from bamboo so they’re super soft and breathable – once you’ve slipped on a pair, you won’t want to wear anything else.

For your cycling mad uncle, brother or great granny, you can’t go wrong with a pair of Sexy Cycling Socks. They have been designed for comfort and performance (while making you look ‘mean’ on the bike, of course) with a double cuff to keep things tight and breathable mesh to keep things chilled. For the speedsters, our road cycling socks have super thin feet to keep things light and for the mountain men or women, our mountain biking socks are made with terry towelling for extra comfort.

So don’t waste any more time writing present list after list to try and make yourselves feel better. Get your Christmas shopping done here and now.

Thanks to each and every one of you, we have successfully reached our crowdfunding goal to get Sexy Socks to the UK! Hoorah. £10,000 in 30 days. You are legends. Here’s the low-down on the campaign and a little more about ‘where to next?’


If you’ve been following our Sexy Socks journey for a while, you’ll know that for every pair of socks sold, we give a pair of school socks to a child in need. So far we have given away approximately 22 000 pairs and we have a further 20 000 up our sleeve, ready to go. This is incredible but we believe we can grow this number massively and increase our impact tenfold. Enter the idea of international market expansion and our friend, Dom.

So who’s Dom? Dom quit his job last year and kick-started a project called MacroAdventure. He spent nine months travelling 22,000 miles from Alaska to Argentina, whilst finding, meeting and sharing the stories with as many social entrepreneurs as possible. On this journey he met over 80 entrepreneurs, mentors and investors – all of whom are trying to use business for social good – so he knows a thing or two about social enterprise and on his last stop through Cape Town, he met our Sexy Socks Founder, Dave. That’s where the Sexy Socks UK story begins and it was decided that Dom’s hometown, London, would be the first stop on our international journey.


Our vision for the UK is to mirror the business structure that has achieved us success in South Africa. Plain and simple: sell our socks through a number of retail stores as well as through our own online store. Our rewards-based crowdfunding campaign allowed each of our customers to feel like they were part of our story whilst endorsing the demand for our product and allowing us to fund our new venture.  

Dave and Dom spent three and half weeks walking the streets of London, going from store to store, knocking on doors and telling their story. By the end of the campaign, they had successfully brought a total of 20 stores on board and the first pairs of socks destined for the UK are being delivered this week, just in time for the festive season. Hurrah!