NORSEWEAR

The Great Kiwi Sock Survey, conducted by independent research agency Snapshot, surveyed hundreds of quality sock buyers nationwide to uncover what's really going on the sock drawers and sports totes of New Zealanders - and the results paint a picture of a nation hopefully hoarding hosiery.

On average, Kiwis are holding onto 6.3 single socks each – or 13.7 per household – with no obvious match in sight. Extrapolated across the country, that adds up to an estimated 28 million single socks tucked away in wardrobes.

And many of us have little idea where our missing socks actually go.

Forty percent believe they are somehow lost in laundry transit, or that they’re “eaten” by the washing machine (come in Fisher & Paykel…)

Meanwhile, around a third of us think our socks are stashed under beds or behind furniture, a small percentage blame school and gym bags, and 29% claim to have absolutely no idea where their singleton socks have gone.

Rather than being thrown out straight away, most orphaned socks are given a fighting chance of a reunion. Thirty-seven percent of solo socks go straight back into the sock drawer “like nothing's wrong”, according to the research, and a further 37% in a dedicated place like a basket or bag. And Kiwis are a patient bunch – two thirds of us will hold onto a single sock for over a month, hopeful that its partner will reemerge. Eighteen percent keep the solo sock indefinitely.

Perhaps because our country is missing 28 million single socks, some never to be found again (RIP), mismatched sock wearing is now firmly mainstream, with 38% of quality sock buyers admitting they regularly wear odd socks. For nearly half of them, it's simply because they've lost the matching one – but plenty are embracing the look on purpose: 20% say they like to mix it up, and a quarter of odd socks wearers simply aren't bothered whether their socks match at all.

The survey also confirmed that lucky socks are a thing, with a third of us confiding we’re superstitious about a particular pair that we keep for special occasions.  

Norsewear Managing Director, Tim Deane, says the survey – while a bit of fun – uncovered some surprising insights.

“Socks disappear, and Kiwis have made peace with it – in fact, we've built entire rituals around it! I love that so many New Zealanders have shared the bare truth about their secret sock stashes and hopeful solo sock drawers,” he says.

“What this research really tells us is that a good sock is worth holding onto, even when it's lost its other half, and that we don’t give up on family. Norsewear will keep manufacturing the very best, built-to-last New Zealand woollen socks, right here in Hawke’s Bay, so that no matter which sock survives the wash, it can keep doing its job.”

About the research

The Great Kiwi Sock Survey was conducted by Snapshot as part of Norsewear's ongoing annual brand tracking programme, surveying quality sock buyers across New Zealand. Findings on single and mismatched socks are based on a nationally representative sample of 301 quality sock purchasers, with figures extrapolated to the New Zealand population.