FASHTALKS WITH ELIZABETH REID

When did you know you wanted to become a designer?

Ever since my grandmother gave me my first knitting lesson, I have wanted to create my own products.

What is your earliest design memory for your brand?

My earliest design memory is making mood boards. I love creating socks based on the mood, and lifestyle of my target woman and marrying it with RTW trends. For example, with the rise of skirts last fall, I knew a good thigh-high would be popular, so I made one with organic cotton yarns. They are state-of-the-art with our proprietary elasticized band that keeps socks from slipping.

Where do you find inspiration?

I find my inspiration from art and fashion. For example, the Stud socks were inspired by Valentino. The Flirty Kiss socks from Marilyn Minter lipstick's & lip series. I love her Enamel on Metal piece titled Frosted, 1998.

“We work with the best quality, sustainable and ethically sourced yarns in the world from Italian mills to create Elizabeth Reid pieces.”

What is your favorite part about designing?

My favorite part of designing is working with beautiful and luxurious yarns.

What are your strengths and weaknesses as a designer?

My strength is understanding the needs and desires of the target audience. My weakness is editing the collections – that always takes the most amount of time for the process.

What was your previous work experience before launching your brand?

Over the course of two decades, I have worked as a global marketing executive for brands such as Valentino, MAC Cosmetics, David Yurman and Mulberry.

What sets your brand apart from the rest?

We work with the best quality, sustainable and ethically sourced yarns in the world from Italian mills to create Elizabeth Reid pieces. We choose our partners based on their expertise, working conditions and operating philosophies. All our partners are eco-certified. Protecting the plant and investing in emission free machinery is of the up most importance to them.

What brand values are the most important Elizabeth Reid?

Our values are design drive, edgy & unexpected, tech forward, ethically made, feminine and comfort.  Elizabeth Reid is unique and for the women always on the go.

What do you envision for the future of your brand?

We started feet first, I plan on working up the body – next up are tights.

Do you have a favorite piece that you have designed? 

The stud and vegan leather ruffle sock styles. I love adding cheeky and fashionable elements to my socks.

“Socks are the springboard that say you’re on your way. It's a journey that happily unfolds one step at a time—life's too interesting to stand still.”

What were some hurdles you had to overcome in your business?

Hiring someone who misrepresented his skill sets. The hardest thing about first launching a brand is that you are overwhelmed with so many facets of the business. You should take the time to think through your first hires, and make sure they understand your core values and can help in those areas that are not your strengths.

What is the one piece of advice you would give to a new designer?

To work with family-owned artisanal mills and manufacturers that also invest in buying state-of-the-art technology. They support entrepreneurs, want to see you succeed, and create a flawless product.

How important is social media to your brand?

Social media is very important for my brand. It enables us to illustrate how to wear the socks - through static images and video content. Socks are becoming the new “it” accessory as footwear trends are changing to stylish sneakers and loafers. Women desire pretty and comfortable socks. Like any fashion item, showing a lifestyle shot inspires them to make a purchase.

What made you want to design socks?

In part, my intuition, and a strong personal need led me to start my own collection. As a busy fashion marketing executive traveling the globe, I couldn't find luxe, stylish, comfortable socks at an approachable price point; climbing the corporate ladder literally gave me blisters. I began doing research on the expanding sock market and the need for an elevated sock-wearing experience. After 20 years as a marketing executive with a reputation for success in building brand awareness for luxury brands, I decided to follow my dream and entrepreneurial spirit and use my experience and work skills to develop my own brand. Socks are the springboard that say you’re on your way. It's a journey that happily unfolds one step at a time—life's too interesting to stand still.

What is the most important thing you would like your brand to be recognized for?

Ethically made products, style, comfort, fit, made in Europe and an approachable price point.

How would you define fashion?

Sexy + dopamine + softcore dressing.

Post pandemic women like myself are craving to add some sexy elements to their wardrobe from cutout tops to catsuits. I am craving pops of color too like bold accessories and metallic yarns, hence my metallic and cotton and stud style socks. I will always wear lower-heeled shoes for the day from now on whether a loafer, dressy sneaker, or glam Birkenstocks. And I love a chic loungewear set.