Australian sock brand Swanky Socks has secured its first major retail partnership, launching with online retailer SurfStitch.
Swanky Socks will debut on SurfStitch’s platform, expanding its footprint beyond direct-to-consumer and corporate channels into mainstream retail.
Swanky Socks founding partner and CEO Dorry Kordahi said the partnership represents a pivotal moment for the socks brand. The brand was founded around 10 years ago by Tom Lawrence.
“SurfStitch is an iconic Australian online retailer with strong lifestyle credentials,” Kordahi said. “As we continue our strategic shift toward greater B2C focus in 2026, this launch strengthens our presence in the retail market and aligns us with a platform that reflects our premium positioning.”
This comes nearly a year after SurfStitch was placed into voluntary administration after being sold by Alquemie Group to Best Markets.
Alquemie is the company currently behind General Pants and the rollout of Lego stores in Australia. The surfing retailer’s collapse came after Nike Australia took the surfing retailer to court over unpaid debts in early 2025, a matter that has since been resolved.
Alquemie also sold Australian designer brand Ginger & Smart to Best Markets.
For Swanky Socks, the new partnership with SurfStitch follows a transformative period for the brand, including its international campaign featuring global football star Douglas Costa and an accelerated retail growth strategy aimed at expanding Swanky Socks into leading stores nationwide.
SurfStitch general manager Rob Moore said the new addition reflects the retailer’s evolution in the lifestyle space. As well as clothing and accessories across mens, womens and kids, the surfing retailer also sells a growing list of lifestyle products, including technology devices such as power banks and speakers, as well as home and lifestyle.
“We’re excited to partner with the team at Swanky Socks as we continue to expand our lifestyle offering,” Moore said. “The brand perfectly captures a strong coastal culture while seamlessly blending everyday wear with office-ready style, which aligns with the direction we’re taking SurfStitch.
“We look to work with brands that are not only commercially viable, but also socially conscious, whether that’s through philanthropy, sustainable materials, or a genuine commitment to community. It’s important to us that the brands we partner with reflect a sense of belonging and the Australian lifestyle.”
Kordahi initially acquired a 50 per cent stake in Swanky Socks in 2017. At the time, the brand was generating an annual turnover of just $40,000.
Since then, Swanky Socks has evolved into a multi-channel business, blending retail positioning with corporate partnerships. The brand has sold more than 3 million pairs globally and donated over 200,000 pairs to homeless shelters.
According to Swanky Socks, the launch with SurfStitch signals the beginning of a broader retail expansion strategy for 2026 and beyond.