About Us

Who the hell are you, Violet White? Why should I care?

Why did this happen? Why is it called Violet White?

Oh, the origin story. Right.

Actually, starting this sock brand was more of a happy accident than a grand plan. Before the pandemic, I was making a living as a séance magician at the Stanley Hotel. But when the lockdown hit, I desperately needed a new endeavor, something that broke the mold of a traditional company. At first, I thought about making some unique band merch, and I thought band socks would be cool because no one had them at the time.

Then, one night, my partner and I were drinking and playing video games to relax, and one of us called the socks "Violet White" because we had forgotten the word "socks". To be honest, I don't even remember who said it at the time. So, our happy, drunken night somehow turned into me writing a business plan and buying a website.

I need a sentence for my supplier profile...

We are a female-owned novelty sock company focused on creating quality products with amazing designs.

Why do you care so much about socks?

This is going to sound nerdy, but I've always loved novelty socks. I worked in a magic/costume store for 10 years and would often wear them under combat boots (like my all-black outfits) to add a pop of color.

Everyone needs socks. They make great gifts, really show off your personality, and you can choose whether or not to show off. I've always been disappointed because some of my favorite fun socks were either not very comfortable to wear or wore out quickly. The range of "good" and "weird" socks is pretty limited. It's important to me to provide affordable, positive, giftable, and sustainable products.

I just love socks, you guys.

What causes do you support?

So far, we've used profits from sales to support animal welfare causes, LGBTQ+ rights, BIPOC rights, and organizations that provide music and art to children.

What are your environmental initiatives?

No polyester

No plastic hooks, but paper closures don’t tear easily

Reusable, recyclable, and recyclable packaging

Eco-friendly, eco-friendly packaging bags

Paper boxes use paper tape

Designed to be easy to wear, keeping them out of landfills and thrift stores.

What’s the culture like there?

Have fun. Tell silly jokes. Wear costumes to work. Build box forts. Celebrate achievements and goals with pizza, beer, and high fives. Bring your dog. We spend most of our lives working, and work is exciting in itself.

We aim to hire a diverse workforce, including women, BIPOC, LGBTQI+, people with disabilities, and people from all walks of life.

Compensate employees well. Treat them as people and friends. Consider employees’ personal lives and create a flexible environment centered around communication. Create an environment that inspires creativity and whimsy.

Never settle for low quality. Provide top-notch customer service, focusing on the lifetime value of the customer, not the one-time hard sell. Be open to feedback from employees and customers.

Why goats?

When I started my brand, my friend happened to have a herd of baby goats. If I was going to spend a lot of time creating a launch video to post online, it seemed like a natural choice to include baby goats. Not only are they cute, they also have a quirky, offbeat charm that complements the dark and playful image of our brand. Goats are often associated with the occult, which fits the weird, offbeat vibe of our company. In our scene, especially in the goth and metal scene, there seems to be a similar contrast: the people who look the most scary with thorns and face paint are often, perhaps secretly, the goofiest group of friends. It's like hiding cute fun socks under heavy combat boots. So goats became the ideal mascot for us, representing both our dark and light sides.

I want to start a company like yours - what advice do you have?

Allow yourself to make mistakes. Everyone has imposter syndrome. Everyone. The secret is to realize that you are actually a very good imposter and learn as you go. You won’t know everything at first, and you’ll need to learn things that aren’t even product or art related, like accrual accounting methods and software integration. I think that to be an entrepreneur, you have to be curious, resilient, and a little stubborn.

I also think it’s important to remind yourself frequently why you’re doing this in the first place. Then, use that motivation to trick yourself into believing that failure is impossible. Imagine you’re walking on a tightrope, and on the other side of the tightrope is your career or life goal. A bathtub full of cash, a celebrity you admire wearing your designs, or maybe just to make it to the next day without losing it. If you put your head down, you increase the risk of falling. The safety net may or may not be there, but if you always pretend it’s not there and keep your head forward, you won’t fall.

Can I join the team?

Maybe. Click here to see if we have any current openings.ns。