A few months ago Nick Wilder, a friend of mine connected me to Rich Levine, a former Sun Microsystems engineer who had decided to try his hand at new things after spending a lot of time on the internet. At Sun he did work on customer-facing software and usability work on Sun’s first Intel platform and then for early web and commerce work for sun.com and java.sun.com. Yup, like me Rick is somewhat old — and if you don’t remember, he did co-author the iconic, The Cluetrain Manifesto.
Done with the tubes, he moved to Denver and created an organic chocolate brand, Sun Cups. However, that was not where his heart was. Instead, Rick and his brother Neil (illustrator and graphics designer) decided to start making socks. I mean, why not. Socks are something all of us need and despite all the great pairs of socks in one’s sock drawer, there is room for one more. After spending nearly 18 months leaning how to make them and how to warp the business and tech side of fashion, the Levine brothers launched their sock brand XOAB on Kickstarter. The fit, colors, and patterns proved to be a hit and well, rest is history. XOAB, by the way is shorthand for love and beyond.