New Delhi, 24 June 2025: India’s quirkiest and most expressive sock brand, The Sock Street, is making waves yet again — this time with a daring new influencer-driven campaign that’s inspiring people across the country to celebrate individuality, confidence, and self-expression. Titled ‘Show Up As You’, the campaign marks a powerful step forward for the brand as it expands its footprint beyond fashion into the realms of fitness, wellness, and everyday lifestyle.Micro and mid-tier influencers — from fitness coaches and urban runners to stylists, mental health advocates, and creators redefining body positivity — have joined the campaign across Instagram and YouTube, each showcasing how they unapologetically show up as their authentic selves… in Sock Street’s boldest socks yet.
Speaking on the campaign, Saurabh Srivastava, Chief Business Officer, The Sock Street, Said “Show Up As You’ isn’t just a campaign — it’s a statement. We want people to know that self-expression doesn’t require approval. Whether you’re deadlifting or dancing, on a solo hike or in a boardroom, you can do it your way — with colour, with comfort, and with confidence.”
The campaign comes hot on the heels of The Sock Street’s refreshed brand identity and packaging overhaul earlier this year — one that embraces sustainability, gender-neutral designs, and expressive, India-first storytelling. With this launch, the brand takes a sharp turn into lifestyle culture, spotlighting socks not just as essentials, but as style-forward companions to daily routines, workouts, commutes, and coffee breaks.
Campaign Highlights:
● Influencer Crossover: creators across fashion, fitness, and lifestyle demonstrate how they #ShowUpAsYou ● Visual Direction: high-energy, unfiltered content that emphasizes movement, mood, and personality – and yes – socks. ● Purpose-Led Messaging: a daring nudge toward authenticity, individuality, and meeting yourself and your pace. ● Product focus: showcasing the newly launched bold-fit range – breathable, anti-odour, and built for active movement.
This influencer-first push is also designed to expand Sock Street’s appeal to Gen Z and urban millennials, who are no longer satisfied with passive fashion — but are instead looking for comfort wear that matches their pace, politics, and personality.
The campaign will continue through June with curated influencer drops, performance wear reels, and city-specific activations. With quality, design, and storytelling stitched into every pair, The Sock Street isn’t just selling socks—it’s creating a movement.
Saurabh further added “At The Sock Street, we believe innovation is taking an everyday item, and making it special. With ‘Show Up As You’, we aren’t simply promoting socks; we are enabling people to express their own style and values while staying true to quality, sustainability, and self-expression.”