Brand equity isn’t built through aggressive scaling alone; it’s built through consistency, clarity and delivering real value consistently over time
When most investors see a sock company with $40,000 in annual turnover, they see small potatoes. When Dorry Kordahi saw Swanky Socks at the 2018 Chivas Regal Venture pitch, he saw something entirely different: untapped potential in an overlooked market.
Today, that vision has materialised into a global brand that has sold over 2.5 million pairs of socks worldwide, secured major corporate clients, and just landed its first international celebrity partnership with footballer Douglas Costa. It’s a transformation that speaks to Kordahi’s unique ability to spot opportunities where others see obstacles.
The bet nobody else would make
“At the time, socks weren’t seen as a product that could influence marketers to collaborate with a retail brand,” Kordahi explains. “In the U.S., collabs between retail and corporate were already gaining traction, but locally, I saw a clear gap. Even though Swanky Socks was a small upstart with no real traction in the retail space, I knew that if we could build brand value and drive online sales, we could then add value back into the corporate world and show that socks could play a big role in the branding space.”
The serial entrepreneur known as an original “Shark” and former co-owner of two Australian basketball teams: initially invested to support the brand’s early growth before eventually acquiring a majority stake and stepping in as CEO. His strategy was audacious: take socks from purely functional items to meaningful extensions of brand identity.
“We took socks from being purely functional to becoming a meaningful extension of a brand’s identity. We redefined what socks could be, for both consumers and corporate clients. I saw an opportunity to disrupt and offer an alternate product to the traditional products sold in the corporate branding space.”
Building credibility in a saturated market
The transformation wasn’t without its challenges. Founded in 2015 by Tom Lawrence, Swanky Socks faced the uphill battle of establishing credibility in an already crowded marketplace.
“Establishing credibility in a saturated market was a major hurdle,” Kordahi recalls. “We weren’t just selling socks, we were selling the idea that socks could be a vehicle for brand storytelling. Convincing clients to move away from traditional merchandise like tees and caps and invest in socks took a lot of education, long term relationship building, and consistently delivering a premium product that backed up our message.”
The strategy paid off. Under Kordahi’s leadership, Swanky Socks evolved from a retail startup into a high-performing, multi-channel brand. A key driver of growth was the expansion into corporate-branded socks, strategically leveraging retail credibility to offer premium B2B solutions to leading companies worldwide.
The Slow-and-Steady Philosophy
Kordahi’s approach to scaling stands in stark contrast to the “move fast and break things” mentality that dominates much of today’s startup landscape. His philosophy is built on patience and precision.
“Many brands are chasing quick wins. But there’s no race to the finish line. I’ve always believed in slow and steady; you must invest in long-term brand equity, and that doesn’t happen overnight,” he says.
“A big mistake I see is when companies try to be everything to everybody, with no clear or consistent purpose. You need to build strong foundations; that’s the key to any successful business. Without a solid foundation, great product and building a loyal customer base, the growth just doesn’t hold. Brand equity isn’t built through aggressive scaling alone; it’s built through consistency, clarity and delivering real value consistently over time.”
Global Ambitions Realised
The recently announced multi-year licensing deal with international footballer Douglas Costa represents what Kordahi describes as a defining milestone and Swanky Socks’ first major global signing.
“Our first collection with Douglas is just the beginning,” he said. “It marks a new era, global in scope, ambitious in vision and focused on elevating the brand to new heights.”
The partnership signals Swanky Socks’ evolution from a local Australian brand to a player with genuine international ambitions—a transformation that began with one entrepreneur’s ability to see potential where others saw only problems.
Advice for the next generation
For entrepreneurs currently navigating their own scaling challenges, Kordahi’s advice is characteristically focused and practical:
“Don’t underestimate the power of focus. Know your core customer. Master your product. Don’t overextend or take unnecessary gambles. Growth isn’t about doing everything; it’s about doing the right things exceptionally well. Take small steps at a pace you’re comfortable with. Surround yourself with people who challenge you, not just agree with you. And most importantly, be ready to adapt, but never lose sight of your vision and the end goal.”
From a $40,000 turnover to 2.5 million pairs sold globally, Swanky Socks’ journey under Kordahi’s leadership demonstrates that sometimes the biggest opportunities hide in the most unexpected places. In a world obsessed with the next big thing, perhaps there’s something to be said for taking a closer look at the things right under our feet.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
