Our dealers want simplicity and performance because their customers demand it. Athletes are discovering Swiftwick and changing out their entire sock drawer, because no other sock fits better, lasts longer and retains that "first day fit" like a Swiftwick. Our colors are more consistent because the dye is injected in solution, in the liquid state, before the textile is created. White is almost universal, black is the "new white" and our gray-based products, using olefin custom spun and produced in Tennessee, are simply amazing. Our color pallet is expanding, but our primary focus is on the basics.