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Ministry of Supply—the performance-minded, MIT-born startup that's found success with its massively-researched men's slacks, button-downs and tees—is at it again. The MoS innovators are seeking funding via Kickstarter for a prototype and first production run of Atlas, a men's dress sock designed to keep wearers cool and comfortable thanks to time spent studying strain analysis, pressure mapping and thermal imaging. Oh, and they've also dreamed up an odor-fighting fabric for the project, made of recycled poly fiber and carbonized coffee so the sock is like a "Brita filter" for feet.
They set out with a goal of $30,000 and with 30 days to go, have already raised almost $50,000 from private donations. Click through to watch the compelling video that undoubtedly helped them achieve their goal.