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
BRAND POSITIONING
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
DEALER CATALOGS
RETAIL POINT-OF-PURCHASE
Darn Tough is now a global brand that resonates with a diverse audience—from core athletes to casual users.
