Introduction to Comme Si Sport
Have you ever tried to find a chic, functional ski sock? Jenni Lee, founder of luxury socks and homeware brand Comme Si, had the same problem five years ago when she went annual skiing with her husband. She thought, "Wait, why are there no beautifully designed socks that are really functional?" This problem sparked an idea that led to the creation of Comme Si Sport.
The Birth of Comme Si Sport
The first Comme Si performance sock, a ski sock, was launched two seasons ago as a holiday gift cartel on the Comme Si main line. It was designed for the person who might buy a high-end ski jacket but then has to wear a strange, ugly ski sock. Now, Lee is formalizing the category with Comme Si Sport, a new sporting brand that follows the same ethos as Comme Si: good-looking, functional socks.
The Concept Behind Comme Si
Lee wanted a well-made, perfectly raised sock that she could wear with her slippers. She couldn’t find one, so she left her career in PR and created Comme Si. The label has gained a strong following of brand loyalists and has consistently doubled its business every year. The brand has even caught the attention of fans of Dakota Johnson, who was spotted wearing Comme Si’s signature tags in Materialist.
Comme Si Sport’s Product Line
Comme Si Sport starts with six core styles for six sports that Lee currently views as the most popular: running, pilates, tennis, hiking, cycling, and skiing. The brand applies the same lens it has with its core socks, focusing on amazing materials, nice design, and ensuring that they are super functional. With sports socks, being technical is also crucial.
Target Audience
The original feedback is strong, both from existing customers and those who have not yet bought Comme Si but are enthusiasts of a specific sport. The core customer of Comme Si is a man or woman who is really looking for excellence and astonishing design throughout their life, including their home, wardrobe, and even their socks. They are active and take care of details, which is why Comme Si Sport is a perfect fit for them. One can imagine that the same woman (or man) who wears Comme Si socks to jog and then to lunch in Tribeca would also appreciate the brand’s new sporty spin.
