In the world of intimate apparel and accessories, the humble sock has long been an afterthought - a utilitarian staple hidden beneath hemlines. But Doublesoul, the premium sustainable sock brand backed by Pete Davidson and Kendra Scott, is rewriting that narrative. Now, Allison Ellsworth, co-founder of the prebiotic soda sensation Poppi, has made a strategic six-figure investment in the brand and joined as an advisor. Her involvement echoes the trajectory of Poppi itself, which she and her husband Stephen built from a niche wellness beverage into a PepsiCo acquisition last year, now a fixture at Target and Walmart. Ellsworth first met Doublesoul founders Ben Rosenbaum and Allison Strumeyer at a Poppi event in 2021, an informal mentorship that has since deepened into a formal partnership. She sees in Doublesoul the same opportunity she seized with soda: taking a universal, replenishable category long treated as generic and making it culturally relevant to a younger generation. This investment follows Doublesoul's 2024 "Shark Tank" appearance, where Kendra Scott offered $500,000 for a 10 percent stake, and Davidson's earlier $1 million investment for a similar share, with the comedian serving as creative director. For Doublesoul, Ellsworth's backing signals a shift from commodity to coveted - a transformation that the lingerie and hosiery world knows well. From the first silk stockings of the 1920s to the rise of designer tights in the 1980s, legwear has always been a playground for reinvention. Doublesoul's funds will fuel product innovation, creator partnerships, and retail expansion, aiming to make socks not just worn, but chosen.
Originally reported by WWD