Sock It to Me
How Socks and Bags Became Symbols of Self
You’re walking down a bustling city street, surrounded by a sea of branded tote bags swinging from the arms of passersby. Each bag—whether it’s adorned with a corporate logo, a witty slogan, or a vibrant design—tells a story about its carrier. Now, shift your gaze downward, and you’ll notice a similar transformation happening at ankle level. Those socks peeking out from under pant legs? They’re no longer just foot coverings; they’re statements of values, purpose, and identity.
In a world where you can’t swing a reusable tote bag without hitting a brand promising to change your life, socks and shopping bags have transformed from once-mundane objects into the new billboards of personal identity.
This shift is a fundamental change in the relationship between consumers and brands. It speaks to the heart of how people construct and project their identities; today, you are what you buy.
For a brand to become essential, it must tell a compelling story that allows consumers to see themselves as the heroes of their own narratives. This is the power of a strategic narrative—it goes beyond product to transform mundane purchases into meaningful expressions of identity.
Two brands have mastered this approach: Bombas and Baggu. Their journeys from startups to cultural phenomenons offer valuable lessons for any brand seeking to become essential in the lives of its customers.
Putting a Foot Down
It’s 2013. The world is recovering from a global financial crisis, “Blurred Lines” is inexplicably topping the charts, and two guys, David Heath and Randy Goldberg, are sitting in a room, staring at their feet, thinking, “You know what the world needs? Better socks.”
But Bombas isn’t just another sock company. After learning that socks are the most requested clothing item in homeless shelters, Heath and Goldberg saw an opportunity to weave purpose into the fabric of their business. They determined Bombas would give away a pair of socks for each pair sold, tapping into a simple yet powerful truth: people want to feel good about what they buy.
This “buy one, give one” model wasn’t new—companies like TOMS had popularized it years earlier. Bombas differentiated itself by defining—and leaning into—their strategic narrative. Their story is designed to overcome initial skepticism of the “buy one, give one” model and create devoted brand advocates.
Consider the experience of one lifestyle blogger, who initially scoffed at the idea of premium-priced athletic socks. “Why would anyone spend that much on running ankle socks!?” was her reaction when a friend first recommended Bombas. Then, she decided to try them for herself.
The moment she slipped on a pair of Bombas, she understood the hype. They were, in her words, “easily the most comfortable socks I had ever put on my feet.” But comfort alone didn’t explain her transformation from skeptic to enthusiast.
What truly won her over was the company’s mission.
“To be totally honest,” she writes, “the number one reason I love Bombas is that they are a good company. I feel good wearing Bombas as they do such a great job giving back to the community.” She goes on to praise the quality, durability, and thoughtful design features like blister tabs. But it’s clear that the emotional connection—the feeling of doing good with every purchase—is what truly cemented her loyalty.
When others ask a customer about a brand with this type of purpose, they respond by telling the brand’s story. Customer-centric narratives transform customers into storytellers who advocate for a belief system—not just a product’s features.
This personal journey from skepticism to advocacy perfectly encapsulates the power of Bombas’ strategic narrative. By purchasing Bombas socks, consumers are not just buying foot coverings; they are buying into a narrative of social responsibility and personal growth. Suddenly, it is a testament to your philanthropic spirit, a daily reminder of your commitment to making a difference.
And a great story to tell when your friends ask about what’s on your feet.
Bombas’ success isn’t just about their charitable mission. It’s about how they’ve woven that mission into every aspect of their brand story. From their product design (which includes innovations specifically for homeless shelters) to their marketing messages, every touchpoint reinforces their core narrative. Even their name comes from the Latin word for bumblebee, chosen because bees “live in a hive and work together to make their world a better place.” The company’s “Bee Better” mantra is stitched into every product and serves as a constant reminder of the brand’s—and by extension, the customer’s —commitment to improvement and social good.
This consistency is key to building a strong, recognizable brand identity that resonates with consumers on a deeper level. It’s what turns skeptics into believers, and believers into passionate advocates who not only continue to buy the product but eagerly recommend it to others.
By aligning their product with both physical comfort and emotional satisfaction, Bombas has created more than just a successful business. They’ve created a community of consumers who see their sock purchases as a reflection of their values and a small but meaningful way to make the world a little bit better.
Carrying the Weight of the World
While Heath and Goldberg were revolutionizing socks, Emily Sugihara and her mother, Joan, were embarking on their own mission to transform an everyday item into a symbol of style and sustainability.
In 2007, they founded Baggu, which aims to turn one of your most guilt-inducing objects in your kitchen into a fashion statement.
The Sugiharas recognized an opportunity in an industry dominated by utilitarian designs. While many consumers want to make environmentally conscious choices, they are often deterred by the uninspiring aesthetics of sustainable products. Baggu creates reusable bags that serve as a launchpad for a narrative that redefines how consumers view the intersection of sustainability and style.
Baggu’s strategic narrative centers around the belief that eco-friendliness and fashion aren’t mutually exclusive. Challenging the notion that being environmentally conscious means sacrificing personal style resonates deeply with consumers.
By infusing vibrant designs and fashion-forward thinking into their products, Baggu resolves the conflict for customers who previously felt forced to choose between their environmental values and their desire for self-expression through fashion.
More than that, they offer consumers a new way to see themselves. Carrying a Baggu is about making a statement. It says, “I care about the environment—and I have great taste.” This dual message is powerful because it allows consumers to align their actions with their values and project that image of themselves to the world.
The journey of Griffin Wynne from Baggu skeptic to enthusiast perfectly encapsulates the brand’s power to challenge and transform consumer perceptions. One Christmas Eve, Griffin, a self-proclaimed trend-hater and sustainability skeptic, reluctantly purchased a strawberry-print Baggu bag for last-minute gift wrapping.
What started as a desperate move soon evolved into a profound shift in perspective.
The bag’s durability, versatility, and style surprised Griffin, eroding their preconceptions about “performative” eco-friendly products. More importantly, it challenged Griffin’s self-perception. Griffin had always prided themselves on being immune to marketing hype. Yet, here was a product that aligned so perfectly with their values and aesthetic preferences that they couldn’t help but embrace it.
Soon, Griffin found themselves voluntarily buying more Baggu bags for personal use, admitting: “What can I say? It’s a trend I wanted to hate but couldn’t help but love.” This wasn’t just about liking a product; it was about reconciling different aspects of their identity. By choosing Baggu, Griffin could maintain their image as a discerning consumer while also signaling their commitment to sustainability.
Baggu’s approach challenges consumers to view sustainability not as a separate consideration in purchasing but as an integral part of their lifestyle and personal brand.
Shifting a consumer’s perception of themselves and, ultimately, their identity, creates a bond with the brand that’s near unbreakable. The Baggu strategic narrative is centered on the customer so that loyalty to the brand is indistinguishable from how they want to be seen by others. This can only be achieved through a holistic commitment to the story.
Baggu achieves this by maintaining consistency in their messaging and design aesthetics across all touchpoints. Their distinctive, colorful patterns are instantly recognizable, serving as a shorthand for the brand’s values among those who share them. As more people carry Baggu bags, they become a visible symbol of a certain lifestyle and set of values, further reinforcing the brand’s position.
This visibility is crucial. The Baggu bag matters not just because of what it says about the individual carrying it but because others recognize the brand and what it represents. It’s this dual recognition—by the user and by others—that solidifies the brand’s role in shaping consumer identity.
Baggu isn’t just creating a product. They’re creating a symbol of sustainability, of style, of conscientious consumerism that offers consumers a way to express these values visibly and fashionably. This is the power of a well-crafted strategic narrative: it sells an identity.
And in today’s world, where our purchases increasingly define us, that’s the only way for brands to secure a customer relationship that transcends individual transactions.
The Power of Strategic Narrative
The success of Bombas and Baggu demonstrates the transformative power of a well-crafted strategic narrative. These brands have gone beyond selling products to selling purpose, identity, and self-improvement. In doing so, they’ve become essential.
The key to their success is clear: people buy what they believe reflects their own values. To create this same connection requires a nuanced approach:
- Align with Customer Values: Both Bombas and Baggu succeeded by providing new ways for customers to express values they already held, rather than trying to create new ones.
- Offer Transformation: These brands offer customers a way to become better versions of themselves, creating deep, lasting brand loyalty that goes beyond product.
- Create a Community: By turning purchases into statements of identity, these brands have fostered communities of like-minded individuals, reinforcing brand loyalty.
- Maintain Consistency Across Touchpoints: Every interaction with these brands reinforces their core narrative, building a strong, recognizable brand identity.
In increasingly fragmented and noisy markets, a strong brand story is the difference between obscurity and essential status. For business leaders, the opportunity is clear. To become essential, you must uncover your brand’s unique story and weave it into every aspect of your organization.
Today’s customers believe that you are what you buy. So when what a person is buying challenges them to be better? Well, that’s a brand worth investing in.