The style journey is one of constant transformation. In order for a brand to grow, it must give up the struggle to remain the same and learn to embrace change at all times. One of the most important style items requiring change is how we solve our fashion items problems. We normally attempt to solve our style disturbances by simply trying to hide the problem.
It shouldn't take the death of an apparel item to challenge you to live at your highest level. Why wait until everything is taken away from you before you learn to dig down deep inside and reach for your highest style potential. This is the consciousness necessary for deep and meaningful changes in personal style.
Take a moment to look at the things you think you need. Think honestly about what you would like to change? How would your style priorities change? The best approach for fashion conundrums is very simple rhetorical questions intended to persuade and often impress others.
There are two extremes of the fashion pendulum: the yin and the yang, expansion and contraction, backward thinking and forward thinking. Every fashion item has gradations of this pendulum swing. This principle holds true in every aspect of evolving style. If you are in balance, you comprehend that fashion is evolutionary not revolutionary. It is much more evident to deal with change in a timely progressive manner than to be burdened with the effects of the extremes.
Real style transformation begins when you embrace your problems as agents for growth. In order to understand how this process works, I recently examined forward-thinking brand aiming to change the way we think about our socks.
The first choice for MP Magic socks was to look at a bad situation and explore progressive choices that would determine the trajectory of the items future path. If you are looking for highly comfortable socks in your day, you need to try our MP Magic Socks. The raw material comes from a Japanese supplier to ensure that each pair of socks provides you with a supremely soft feel. Unlike most socks produced, MP Magic Socks are made with the world's best knitting machine from Italy, with a 200 needle count to give you socks with longer durability and the finer details. MP Magic team has introduced CoolMax, Lycra and specialty metals infused yarn for excellent breathability and antibacterial properties. This means your feet will stay dry, odorless, and comfortable all the time!
Starting from 2017, MP Magic Socks were born on crowdfunding. The MP team develops innovative socks products, using pioneering technologies to say goodbye to stinky feet, along with comfortably designed patterns to make your life easier, happier and to keep you looking your best.
I recently has the privilege of interviewing the CEO of MP Magic Socks Owen Zhang about his brands competitive advantage, how he developed odorless socks and why he believes you need to try these socks today!
Joseph DeAcetis: Talk to Forbes about the history and DNA of your MP Magic Socks brand?
Dr. Owen Zhang: I personally love outdoor sports and travels a lot. I attended University of Minnesota at twin cities in 2009, and you know, there are so many great state parks and beautiful camping sites in north Minnesota. I enjoyed my time so much. However, there was one thing puzzled me a lot. Backpack camping requires you pack less, I cannot bring 4 or 5 pairs of socks with me. I usually only bring 2 or 3 shirts and 2 pairs of socks for a two-week camping. I still remember the horrible smell of my socks in my backpack when I enjoy the super beautiful view of Boundary Water area. By the way, I highly suggest everyone pays a visit to Boundary Water in north Minnesota. The heaven of backpack camping!
I really cannot bear the smelly socks in my backpack, but I cannot just wear disposable socks, not good for hiking and camping. I tried a lot of so called odorless socks. However, I cannot find a good one. Then I asked to myself, why not I produce one? That’s how I started my business. I started a crowdfunding campaign on Indiegogo in September, 2017. MP Magic socks are born for traveling and outdoors. I like the idea: pack less, enjoy more!
About me, my name is Owen Zhang. I got my BS from Tsinghua University in Beijing, and attended University of Minnesota at twin cities in 2009, pursuing my PhD degree. Luckily, I got my PhD degree in 2014, thesis on semiconductor material research. Part of my socks are relative to my research background, using some semiconductor technology. In 2015, I gave myself a leave, and traveled around in US. Then I started researching and making MP Magic socks prototype, from late 2015. In 2016, I founded MP Magic Socks brand, and working with my cofounder Hughes Hou.
JD: In your words, what is your competitive advantage in the hosiery market ?
Dr. Owen Zhang: MP Magic socks are very unique socks. First of all, we have our own technique. You see, I am a PhD in semiconductor technology. The yarn of our socks has some very advanced technique in semiconductor industry. We infused three metals in our yarn, enhanced the anti-bacterial function a lot. Now we have more technical guys in our team to invent more fancy and cool sock techs. I believe there are very few sock companies hires engineers and PhDs to do this. There are 3 Phd, 2 master researchers in our R&D department, and still growing.
Second, we have super good supplies. Our factory partnership in China, and we also have material supply partnership in Japan. We can use the best yarn and the best knit technology to create the best socks. Early this year, we released new product MP Premium socks. That’s a good example how we combines all these great supplies together and achieve a super product. We are developing Merino wool socks for Q4 this year, I personally believe, we will redefine what a Merino wool socks should be.
Third, we have nice design. I cannot say how good our designers are. But all of them are from very good design college in US, and what’s more, we ask for design ideas from our users, backers. We even have a slogan: you design MP socks, we make them for you.
Our team uses electronic and semiconductor industry methods to develop socks, we have much more advantages than traditional sock companies.
JD: How do you intend to market to Millennial's and Gen Z with advertising dollars ?
Dr. Owen Zhang: Our socks are for traveling and outdoors, perfect for Millennial’s and Gen Z. Young people loves outdoors, sports and travel, and to be honest, they sweat more. That’s exactly what our socks aim to solve the problems. I found we just fill in the market to Millennial's and Gen Z
JD: In your words, what are men seeking today in socks/hosiery?
Dr. Owen Zhang: Comfort is always the most important feature of socks men are seeking. In fact, there are not so many sweaty and smelly feet. But why do our socks sell so well? Comfort! That’s the foundation of a pair of good socks. We always make sure our socks are comfort. Then anti-bacterial is another function man are seeking. More than half of our users are man.
JD: Talk to Forbes in detail about the current collection and why it is important for consumers to be aware of this brand?
Dr. Owen Zhang: Now we have 4 collections: MP Premium, MP Classic, MP sport, MP patterns.
MP Premium: our currently best and most expensive socks. We use the best knitting technique and best yarn to fabricate these socks. Premium Socks are perfect for every day use. You can wear them for daily life and sports. Here is a detailed introduction video
https://www.youtube.com/watch?v=4twSksrt7gc
MP Classic: as the name, this is classic. This is our first product, and also the best-selling product. If you want to try our socks, MP classic is a good beginning choice.
MP sport: Perfect for sports. Fast dry, great cushion, odorless, they can meet all your need for sports.
MP patterns: very well designed colorful odorless socks. These socks were created in Christmas holiday in 2018, we name them according to cities and holidays. Tech socks usually have boring design and colors, we just want to change that. These colorful socks were featured by GQ, Glamour etc, very famous fashion magzines.
All in all, many people pay less attention to their feet. Just recall when you purchase your last pair of socks? Most of the answers are people just randomly grab some pairs of socks during waiting check out in Walmart or Target etc. Those socks are cheap, but cannot provide the best protection and experience. Once you try MP Magic socks, you can even fire up a day. Recently we released a blog, very interesting, check it out.
JD: If you could choose one celebrity to wear your brand, who would it be and why?
Dr. Owen Zhang: I would like to name Stephen Curry. He is the super star of NBA, I am his fan. And he is an athlete, he can give very good feedback of our socks. I believe MP Magic socks can help him.
JD: Talk to Forbes about how technology aided you in the development of your brand both product make-up and e-commerce? Details please.
Dr. Owen Zhang: From my previous question answers, you can see I am a tech guy. I run my company and my marketing based on all kinds of technology. Technology is very important, that’s why I prefer call myself Dr.
I used the frontier material technology to develop and improve our socks. Odorless is one of the key features. But how can make socks comfort but thin? How can make socks breathable but water resistance? How can make socks dry fast but absorb sweat fast too? All these requires seem not be able to achieve at the same time, but new technology has the chance to get it! That’s the beautiful point of technology.
To discuss further, normal sock companies may just seek for new yarns, check the specs, then knit. But that’s not for us. We will analyze the yarn components, and bring up our new ideas of components. Thanks to our great supplies, their labs will do experience for us. Sometimes our R&D team even works with them together. Because we have material PhDs and masters. That’s why we can claim many great features, and be confident to send out for all kinds of reviews and tests. If you check out our lastest premium crowdfunding campaign comment section, almost all good feedback from our previous backers.
We also use statistic technology to do our marketing. That is the DNA of our team. We trust data, experiments etc. When we spend ads, we will use a lot of data analysis technique to make a better results.
JD: What are your day-to-day responsibilities?
Dr. Owen Zhang: Since we are still a start-up, I will be involved in almost everything in my company. I have a lot of good members in our team, I do not need to do detail things. Most of time, I need to the final decision.
JD: Where is the product made and why?
Dr. Owen Zhang: Most of our socks are made in China. Cost and quality are the very important facts. I can save a lot of money and time working with our supplies in China. In fact, more than 90% socks all over the world are made in China. You can use the lowest cost to fabricate the best socks.
JD: Talk to my Forbes viewers about why they should try this brand now?
Dr. Owen Zhang: Why should you try MP Magic socks? Check out these specs
✅Premium fabrics & advanced knitting tech provide unparalleled comfort
✅Stay soft & odorless up to 6 days
✅Fast sweat-wicking, super breathable. Great for sweaty feet.
✅Snug fit;
✅Maximize your performance with CoolMax & Lycra
✅Best for sport, travel & long work day
Upgrade your everyday essential! Feel the difference of real premium socks!
JD: What are you future projections and growth strategy for the next few years?
Dr. Owen Zhang: For long term aim, I want to make MP Maig Socks the NO. 1 brank in sock market. Our annual growth rate is over 1000%. We created new products every 2 months, and I plan to release new socks every month in 2020, and every week in 2021. We will cover all kinds of socks whether you know or not. Finally, when people want to buy a pair of socks, he can directly go to our website, there will be always one pair of perfect socks fit him
