[aspundir]

9. Socks subscription



An entrepreneur from Switzerland named Samuel Liechti had a crazy idea to start a company that would distribute socks to subscribers several times throughout the year. For nine pairs, each “sockscriber” pays a minimum of $89 annually to keep the socks rolling in. Surprisingly enough, there is an immense amount of people who are too lazy to grab a pair of calf-high socks at the store and subscribe to this silly service.

Each new "sockscriber" receives a calculation of how much time he will save by not making sock purchases: about 12 hours every year, or three weeks in the lifetime of an average Swiss male, which is estimated at 82 years. Liechti brought his "sock-scription" service to the U.S. in 2005. Two years later BlackSocks began selling subscriptions for underwear. Liechti now boasts 60,000 active customers in 74 countries. BlackSocks opened a New York office last year.