Consider, for a moment, the sock. The humble, unassuming sock. What is its purpose? It covers your foot, keeps it dry and warm. It sits down there, at the bottommost point of your body, quietly doing its job. And if it does its job adequately, does it need to do anything beyond that? UNIQLO believes that it does.
UNIQLO will be handing out individual socks from 24th – 26th February along the mall in Westfield London. Customers are invited to go to the UNIQLO store in Westfield London to complete the pair for free and discover the world of UNIQLO.
UNIQLO manufactures hundreds of kinds of socks, 613 varieties, to be exact, among which is our favourite, the colour sock pictured here. This sock is the result of decades of continuous improvement to get the right tension, the right fit, the right composition. Why so much attention to something so basic - to make sure that the sock stays up, but is not too tight, to make sure that the ankle is in just the right place and to make sure that the colour (there are no less than fifty per season) holds even after hundreds of washes.
This sock is perfected. The sock, the not-humble-but-exalted sock, is emblematic of the UNIQLO motto: Made for all. We think of our items of clothing as components from which our customers can build the mix that best suits their lives. If we didn’t offer the kind of variety that we do, we couldn’t rightly say that we’re Made for all. But we do. We offer the basics and the not-so-basics in broad ranges of colours, finishes and materials because - and this might sound lofty: we respect people.
We don’t want to style you, to dictate trends to you, to change our whole deal with the (fashion) seasons. We simply want to give you the tools to express your own style. We think of clothing, at its core, as a system of ideas. UNIQLO respects the individuality and the intelligence of our customers, and their ability to interact with our ideas.