Darn Tough Socks are priced accordingly, and they know that: “These are expensive socks, but they’re better though,” doesn’t work.
When you buy a pair of Darn Tough Socks you get a lifetime guarantee: “I bought these socks 20 years ago, and they’ve got a hole in them,” does work.
This manifesto is convincing and its principles are stitched into the product: design, manufacture and quality assurance are steered by the choice of materials, attention to specification and battle-testing them outdoors.
Darn Tough Socks do not mass-market a product pumped out of a factory at a rate of two-million pairs per day. That’s left for somebody else. Customers’ orient themselves around the product principles that are meaningful to them.
Being too generalist makes everyone an anyone, and not a someone.