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Darn Tough Desktop Header

Darn Tough Vermont

An old mill in Northfield, VT evolves into the sock capital of the world

For years, Cabot Hosiery made socks for other brands like J. Crew and L.L. Bean. Unfortunately, all those accounts were jumping ship because outsourcing overseas was cheaper. That’s when Ric Cabot, the owner of Cabot Hosiery Mills, had to make a change. He knew he could make a “tougher” performance sock for hiking and winter sports. He knew he could make the best socks on the planet. He just needed a brand to articulate that vision.

SCOPE: brand identity, tagline + positioning, packaging design, integrated campaign, print + online advertising, e-commerce website, catalog design, illustration, retail environments, sticker + apparel design

BRAND IDENTITY

PACKAGING DESIGN

New Darn Tough Vermont Packaging
Darn Tough Packaging
Darn Tough Packaging

BRAND POSITIONING

Darn Tough Trail Running

IF YOU’RE OUT THERE, WE’RE WITH YOU

If you’re out there doing incredible things in our socks, Darn Tough supports you by making the most durable socks on the planet at the mill in Northfield, VT. This tagline spanned multiple channels from print to digital, web to video.

WEBSITE DESIGN

PRINT CAMPAIGN

Darn Tough Print Ad

DEALER CATALOGS

RETAIL POINT-OF-PURCHASE

DTV POS WHOLE RACK

Darn Tough is now a global brand that resonates with a diverse audience—from core athletes to casual users.