Ministry of Supply Sets Out to Produce the Perfect Men's Sock

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

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.

· Ministry of Supply's Techy New Dress Sock, 'Like Having a Brita Filter' on Your Foot [BostInno]
· Ministry of Supply Is Constantly in Pursuit of the Perfect Shirt [Racked]