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About Us


On the sunny banks of Ascot Racecourse, disappointed with the surrounding punter's sock game, two men came together with a vision to create the New Standard in sock wear. 

Jack and Yean decided that the humble black sock lacked the class and personality of the modern young adult. From here, stemmed the inspiration for Toe the Line. Finally, after months of late nights and searching for perfection, they are ready to launch the first Chapter of the New Standard in sock wear.

Adding class and personality to your sock game since 2017.