Sock survey reveals disturbing insights

Survey report missing – 1
March 31, 2004

Is Robin Hood now robbin’ socks? Or is it the Bermuda triangle effect? Maybe it’s your dog, aliens or even wormholes in space?

Where do all our socks actually go? It’s long been one of life’s unsolved mysteries.

To find out, Jockey Gold Top conducted a sock-drawer survey among a group of Auckland businessmen. The results contain some interesting insights into the Kiwi bloke’s hosiery habits.

No surprise really that most of men believe the washing machine orphans their socks. But we really are a desperate lot. Nearly five out of 10 of those surveyed keep their solo socks in the hope of pairing them up some time in the future.

Which is probably why two thirds of the businessmen polled admitted to deliberately wearing non-matching socks. Almost the same number said they have more than five orphans in the sock drawer.

While the washing machine is most often accused of separating pairs, second place is shared equally between ‘the dog’ and ‘my wife’.

But what about all those soul-less socks that are never found?

One creative gentleman said “they go to look for their sole mates” while “the dogs got them” and “they go to sock heaven” were a couple of common refrains.

Another respondent maintained he wears his socks until all the holes join together and they gradually disappear into nothing – obviously not a Gold Tops Socks purchaser this fellow.
More worrying perhaps were these fantastic observations.

“They are automatically ‘transported’ – perhaps by an alien force – to the highly organised supply-chain in schools for small children making sock puppets.” Anonymous advertising executive #1

“They go to lost Sockland where the Peter Pan of Socks matches them and finds partners for them, gets Wendy Wool to patch their holes and organises all sorts of fun things for them that does NOT involve them being used as dogs’ playthings.” Anonymous advertising executive #2

“I think there is a tribe of underground pigmies that burrows up underneath washing machines and randomly steals socks. Perhaps they use our socks as sleeping bags.” Financier

“It’s a Robin Hood thing. I’ve got 20 or so pairs and some poor folk aren’t obviously as sock-rich as me, they need my socks... I’m happy to give them. I just wish they’d ask,” Company director.

The survey, conducted in March for Jockey Gold Tops Socks, also reveals:
- one third of respondents buy socks once a year, another third twice a year and the remaining third, four or more times a year;
- perhaps surprisingly, Kiwi males tend to buy their socks for themselves and in multiples rather than singly; 27 per cent of respondents bought four pairs at a time;
- yes, we still get socks for birthdays and Christmas;
- 40 per cent of those surveyed said all their socks were orphans;
- most claim to have at least five ‘matching’ pairs of socks despite the prevalence of orphans;
- favourite uses for orphans (after keeping them) are using them as rags and to polish the shoes (only one respondent donated his to charity). The most original use for an orphaned sock? A beanie for a newborn baby;
- black is the ‘noughties’ sock colour of choice; for 70 per cent it is the favourite hue; white is definitely out in 2004; and,
- 45 per cent of respondents closeted between one and five socks with holes.

About Gold Top socks
- Gold Top socks are an iconic New Zealand brand. They have cosseted Kiwis feet for more than 20 years. You can’t get them anywhere else in the world.
- Gold Top socks are manufactured by Jockey New Zealand, part of the Pacific Brands group.
- Five years ago Jockey launched the Gold Top ‘Business Class’ range which extended the line from a classic plain wool sock with a gold band circling the top of the sock to a sock with a gold toe.
- The Business class range uses finer more elite yarns.
- Gold Tops are available from Farmers, Arthur Barnetts, Smith & Caughey's, Ballantynes, H&J Smith, Kirkcaldie & Stains and many other menswear stores throughout the country.
- Gold Top socks RRP for $9.95 for a single pair to $24.95 for a four-pack.

Ends

Issued for Jockey Gold Top by Pead PR

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