About Us

Toesie. Built for Irish Feet. Made to Last.

We started this because we were tired of soggy socks.

My dad's a tradesman. Thirty years on building sites around Ireland, and every winter was the same story — damp feet by 10am, freezing toes by lunchtime, and socks that stank so bad they'd walk themselves to the wash.

He'd go through cheap socks every few months. Cotton that went soggy in the rain. Synthetics that made his feet sweat. "Premium" wool that cost a fortune and still fell apart.

Then we discovered Merino.

Not the scratchy stuff you'd find in a supermarket bargain bin — proper Merino wool. The kind that's kept mountain farmers warm and dry for generations. Fibre that regulates temperature naturally, wicks moisture away from the skin, and is tough enough to last years, not months.

We tested it. My dad wore them on sites through the worst of last winter. No damp feet. No stink. No holes. After three months, he asked for more pairs.

That's when we knew we had something.

We're not a massive brand. We're a small Irish operation bringing proper working socks to people who need them. Tradesmen who are on their feet 12 hours a day. Farmers mucking through fields in all weather. Hikers tackling Irish mountains in the lashing rain.

If your feet work hard, they deserve better than what's been available.

That's why we exist.

Founded by Ollie McCartan