Buy One, Give One: The Combined Power of Comfort, Quality, Style, and Giving Back
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繁體中文 文/傅啟倫 圖/BOMBAS提供
Known by many in the U.S. as the “most comfortable sock brand,” BOMBAS first gained recognition with its “buy one, donate one” business model. This concept not only elevated the brand's visibility but also made it a beloved example of a stylish, socially responsible company. Jocelin Lee, Vice President of Strategic Insights, recently visited Taiwan to introduce the brand’s philosophy to the Asian market.
BOMBAS is dedicated to its mission of supporting those experiencing homelessness, and the company distributes its specially-designed donation products through over 3,000 giving partners. This attracts socially conscious consumers and employees, as the company genuinely believes that small acts of kindness can add up to great impact.
A Tech Pro Enters the Textile Industry
Jocelin Lee, who grew up in Taiwan before moving to San Francisco at 15, graduated from UCLA with a degree in Business Economics. She previously worked in prominent tech companies, though she grew up wanting to be a fashion designer. Laughing, she says, “I never imagined I’d eventually end up working in fashion and textiles; turns out there’s a lot of detail that goes into a pair of socks!” With expertise in consumer research, data analysis, and marketing strategy, she uncovered that many people (whether on their feet all day for work or for working out) have a need for functional socks. Previously, such socks were only found through specialized stores and brands. BOMBAS bridged this gap by introducing specialty features, yarns, and compression levels previously reserved for athletic socks to stylish, everyday socks - making their products a hit in the US market.
Bombas understands that like a mattress, socks can be a neglected foundation that can make or break your day. Like a mattress, if your socks aren’t comfortable, the impact of that discomfort can reverberate through every aspect of life. “Comfort” has become synonymous with BOMBAS and the Christmas holiday season consistently marks their peak in annual sales. After a decade of growth in US DTC eCommerce, word-of-mouth has spread internationally, and now customers in Taiwan and beyond can all order BOMBAS online to be shipped to their doors.
Quality First — Comfort Is their Brand
“We secured our position in the US market before expanding globally,” Jocelin explains. BOMBAS maintains a strict focus on quality and refuses to compromise, even as their brand has grown exponentially. Founder Randy Goldberg stated: “What we care about is creating a soft, comfortable, and thoughtfully made high-quality sock—that’s what truly matters to our customers.”
“One purchase = one donated.” This has been the brand’s guiding principle from the start. Like its Latin-inspired name "Bombas" (meaning bumblebee), the idea is that small actions from many people create a powerful collective impact. One simple purchase can help someone in need. The company’s tagline, “The Greatest Sock Never Sold,” refers to their donation product—not for sale—specially designed to meet the needs of someone experiencing homelessness. This raises awareness for the issue while encouraging consumers to support their cause. When consumers purchase BOMBAS, they’re also participating in their charitable mission—a connection that has become central to the brand’s success.
Expanding the Product Line to Meet Customer Needs
After stellar performance in the sock market, BOMBAS expanded in 2020 to include underwear, tees, and slippers— all driven by consumer feedback and demand. Bombas continues to pay close attention to both market trends and the needs of their giving partners. In colder climates, their cozy socks are especially popular. In contrast, Bombas launched new women’s sheer fashion socks this spring,perfect for pairing with sandals or heels in warmer weather.
Through her work at BOMBAS, Jocelin has come to appreciate how even a small item like a sock involves deep craftsmanship. Raw materials, weaving techniques, zoned thickness, ankle elasticity, seam finishing and even the inner logo placement—every detail reflects the brand’s commitment to quality and comfort and ensures that a wide range of customers can find something that suits their lifestyles.
Retro or Trendy? Socks Are Now Fashion Statements
“Socks are a key part of fashion!” Jocelin remarks. Last year’s “sock height war” online showcased generational differences: Millennials favored no-show ankle socks while Gen Z embraced taller socks, seen as a retro revival that showcases their youthful tastes. Today, pairing white crew socks with loafers or sneakers is seen everywhere, fueling soaring sales for calf and half calf length styles.
BOMBAS does not hire celebrity spokespeople but instead collaborates with like-minded public figures, such as American tennis star Venus Williams, to ensure their collaborations stay true to their mission of giving back. A former Vogue Top 10 Best Dressed recipient, Williams helped Bombas design highly attractive athletic socks that also give back to youth tennis programs.
Although Jocelin didn’t fulfill her childhood dream of becoming a fashion designer, her experience in driving strategy through insights and tech background have helped transform BOMBAS into a brand recognized for both innovation and social commitment. Through small, everyday purchases, people can contribute to social good—while also looking stylish.
繁體中文版：最時尚的公益品牌 BOMBAS展現襪品新高度
