MUMBAI: There’s a new disruptor on the block, and it’s not in tech, crypto, or AI.

It’s socks.

Yes, socks—the humble, often-overlooked foot soldiers of fashion.

And leading this sartorial rebellion is media industry veteran-turned-entrepreneur Shobhit Gaur, who’s ditching Powerpoint decks for power heels (well, almost) with his new venture ‘The Sock Street’.

Launched in April 2025, The Sock Street (TSS) isn’t your average ‘pair and spare’ startup. It's a direct-to-consumer lifestyle brand aiming to turn your toes into trendsetters. With a wild ambition to clock Rs 100 crore in revenue in just two years and open 500 dark stores, Gaur is clearly not here to toe the line.

“At The Sock Street, we are aiming to be a Global Sustainable organisation and Redefining the Socks industry,” said Gaur. “With this vision, we want to be a 100 Cr company in the next two years. We are not only creating a company we are creating a movement that challenges traditional perceptions of everyday essentials.”

Joining this sock-powered saga are two seasoned leaders: Udit Mayor as chief executive officer and Saurabh Srivastava as chief business officer. Between them, they bring decades of experience in manufacturing, branding, and digital wizardry. Mayor has been a staple in the sock industry for over 20 years, while Srivastava recently led digital marketing for Popeyes under Jubilant Foodworks.

“I am honoured to lead The Sock Street into its next chapter of growth alongside a talented team committed to innovation and sustainability,” said Mayor.

Srivastava echoed the sentiment, saying, “Joining The Sock Street is an incredible opportunity to drive meaningful impact through bold strategies that resonate with customers while building a sustainable future.”

Gaur, who cut his teeth in media and advertising across Asia for two decades, founded TSS in 2024 with a mission to reimagine socks as bold lifestyle statements—not just footnotes in fashion. Now, as the brand steps into its second year, Gaur is moving into a more strategic role as founder and advisory member, focusing on mentoring his leadership team and steering the overall vision.

With plans to roll out hundreds of dark stores—those mysterious, hyper-efficient online fulfillment hubs—and a sustainability-first playbook, TSS is shaping up to be a serious player in the lifestyle game. Think fewer boring black pairs, more electric patterns with purpose.

Mayor, with his manufacturing pedigree, is tasked with scaling the business and making ‘premium men’s socks’ the next big lifestyle flex. Meanwhile, Srivastava will juggle procurement, supply chains, finance, sales, marketing, and production—all while keeping the company’s carbon footprint light and stylish.

If socks were ever in need of a PR makeover, Gaur and his motley crew are here to give the industry a swift kick up the ankle.