FITS Socks Announces New Summer Release in Expedition Socks, Women’s Performance Casual, Running and Nordic

For Immediate Release

Beth Cochran
What’s UP PR
Cochran@whatsuppr.com
406.579.7909

NIOTA, Tenn., — Jun 25, 2012

– FITS Socks Co., the maker of the best FITting socks available, announces their new 2013 Spring line and “at-once” styles for Fall 2012 to retail. FITS understands what outdoor enthusiasts and retailers require, and have designed products with performance knitting techniques to improve fundamental fit, feel and function. Below are highlights from the Expedition, Women’s Casual, Ultra Light Runner and at-once launch for the New Nordic Sock.

The fit is what makes this company different. “FITS Socks are designed by your foot, for your foot, the anatomy of a sock has to match the anatomy of the foot before it can achieve a “perfect fit” in all dynamic situations,” Luke Eldridge, Sales Manager, at FITS Sock Co. There are three critical design elements that are prerequisites to create Full Contact FitTM, these include The Dynamic Toe CupTM with “cross stretch” so there is no excess material or bunching in the toe, The Heel LockTM which keeps the heel from sliding down in your shoe and the Full Contact CuffTM which means a tighter ankle and looser calf, so the sock naturally stays up on your leg, these three elements ensure a perfect fit every time.

NEW Expedition Boot
Available for shipment September 2012
Retail $18.99: The FITS Expedition is made tough – with “heavy weight” construction. The knitting process moves nylon to the outside of the sock making this a very durable product. Because the sock fits your foot perfectly there will be less movement ensuring increased comfort and durability. Added cross-stretch in the toe and heel for stay-in-place fit with our trademark Full Contact FitTM. Proper knit gradation ensures a perfect fit for expedition, long hauls and survival courses.
•    Heavy weight full foot cushioning for warmth and protection
•    Nylon reinforced exterior for extra durability
•    Mid calf height to reset above taller hiking boots
•    Heaviest weight sock available in the FITS line

“We have had a hole in our line in regards to the category of a ‘heavy weight expedition/trekking sock.’ We have been getting numerous requests from retailers for this sock.” Luke Eldridge, “We believe this is the best fitting sock in this category. Often these socks are nothing more than bulk and thickness in your boots. We believe the customer needs a heavyweight sock that performs in extreme conditions and that is what we have accomplished in the Expedition sock.”

NEW Women’s Ultra Light Casual Crews – Native Stripe (shown), Vintage stripe and Wide Stripe in a multitude of colors!
Available for shipment February 2013
Retail $18.99
The New women’s casual stripe collection is fun and fashion that is completely performance driven. Look great with our new color collection while you’re out all day. FITS are soft and very close to the skin, with nothing but protection all day, to stop chaffing, hot spots and blisters. Full Contact FitTM ensures that the merino wool is in perfect contact with your foot and leg – resulting in noticeable circulation improvement, all day comfort, and a great option for all shoe and boot types.

“This is the first time FITS Socks Co. has offered a full line of non-cushioned women’s products. This means more performance options for the retailer and consumer for all boots and shoe all requirements.”  Luke Eldridge

Ultra light Runner – Light Grey- 050/ Natural -101/ Black -099
Available for shipment September 2012
Retail $14.99
Very close to the skin with nothing but protection between you and your running shoes to stop chaffing, hot spots and blisters. A perfect match for minimalist endeavors, with signature Full Contact FitTM.

•    Ultra light Flat knit design for zero bulk and maximum contact with the shoe
•    Vented top of foot for maximum breathability and excellent                                                                                                                                   moisture management
•    No show height

Ultra Light Nordic – Black shown
Available for shipment October 2012
Retail $14.99
Very close to the skin with nothing but protection between you and your running shoes to stop chaffing, hot spots and blisters. A perfect match for cold endurance sports with signature Full Contact FitTM.

•    Ultra light Flat knit design for zero bulk and maximum contact with the shoe
•    Crew height construction, specifically for Nordic boots
•    Vented top of foot for maximum breathability and excellent                                                                                                                                   moisture management

FITS manufactures their socks in the oldest operating hosiery mill in the U.S., going back to 1902, giving FITS a strong and storied company history, technical expertise and long-held knowledge of fit and comfort. The family-owned company has always been committed to its vision and protecting the jobs of their 160 employees.

Please come see the new collections at the Summer Outdoor Retailer show in Salt Lake City, Utah, August 2-5, 2012 Booth # BR701

About FITS Socks Co.  
Made in the USA
Our FIT is what makes us different, designed by your foot for your foot. FIT is the feel, with super-fine 18.5 micron Merino Wool, we achieve the perfect fitting sock by using FITS’ unique Full Contact Fit TM.  Full Contact Fit TM is The Dynamic Toe CupTM – from the top of the toes to under the ball of the foot, the Dynamic Toe Cup conforms to the entire area completely leaving no excess material and no seams to interfere with comfort or performance. The Heel LockTM is a unique heal pocket, the sock has a ‘deep’ anatomically correct heel pocket that anchors the sock in place preventing movement down onto the foot. The Full Contact CuffTM – holds the sock up onto the lower leg; it accomplishes this with enough surface area along with a trapezoidal shape to match the shape of the leg, with the right amount of compression and stretch to allow it stay in place on the leg while the foot is in motion. These three critical elements translate to better performance for an athlete, pro or participant. With the right size, socks won’t chaffe or rub. FITS also comes in five size groups to make certain your FIT is the right one. www.fitssocks.com

Made in the USA

Communications Contact: Beth Cochran, cochran@whatsuppr.com or 406.579.7909