The Family Behind the World’s Warmest Sock with Director of Sockshop, Alok Ruia #67

‘Feel good from the feet up’ - one simple phrase underpins the decades-long history of the Sockshop brand, and its direction is guided by the keen intuition of Alok Ruia.

As Director of the brand, which lies within the Ruia Group, there’s a fascinating dynamic between his business and those of his brothers, and a philosophy evident throughout the group.

Discover Alok’s journey into the family business, the blend of strategy with opportunity recognition, and how Annie Lennox changed the way the world sees socks…

This episode covers:

• The complication of family dynamics in business spaces
• Unique culture and autonomy being paramount
• The fascinating story behind Sockshop’s revolutionary Heat Holders
• Surprising cultural impacts that have come from celebrity socks