AUCKLAND, Today: Somewhere between the washing machine, clothesline and sock drawer, New Zealand has managed to misplace an estimated 28 million socks.
New research commissioned by Kiwi-made sock brand Norsewear suggests the country is awash with lonely hosiery—and remarkably reluctant to abandon it.
The Great Kiwi Sock Survey was conducted by independent research agency Snapshot, polling hundreds of quality sock buyers nationwide about what lurks inside their drawers and sports bags.
On average, Kiwis are holding onto 6.3 unmatched socks each, rising to 13.7 per household. Across the country, that adds up to around 28 million hopeful singletons. Where their partners have gone remains one of domestic life’s great mysteries.
Forty percent believe socks disappear somewhere during the laundry process or are simply “eaten” by the washing machine. Over to you, Fisher & Paykel.
Around a third suspect missing socks are hiding under beds or behind furniture, while a smaller group blames school and gym bags. Another 29% have absolutely no idea where they went. Presumably, neither do the socks.
Most single socks are not immediately thrown away. Instead, they are given a surprisingly generous window in which to find their way home.
Socks disappear, and Kiwis have made peace with it – in fact, we’ve built entire rituals around it!” – Tim Deane, Managing Director, Norsewear
Thirty-seven percent are returned to the sock drawer “like nothing’s wrong”, while another 37% are placed in a dedicated basket or bag.
Two-thirds of New Zealanders will keep an unmatched sock for more than a month, waiting patiently for its partner to reappear. Eighteen percent hold onto it indefinitely.
With 28 million socks missing in action, mismatched pairs have also become thoroughly mainstream.
The survey found 38% of quality sock buyers regularly wear odd socks. Nearly half do so because the matching sock has vanished, while others have simply embraced the look.
Twenty percent enjoy mixing things up, while a quarter of odd-sock wearers are not remotely concerned whether their feet match.
Lucky socks are also alive and well, with one-third of respondents admitting they keep a particular pair for special occasions.
Norsewear Managing Director Tim Deane says the light-hearted research uncovered some surprisingly familiar habits.
“Socks disappear, and Kiwis have made peace with it – in fact, we’ve built entire rituals around it! I love that so many New Zealanders have shared the bare truth about their secret sock stashes and hopeful solo sock drawers,” he says.
“What this research really tells us is that a good sock is worth holding onto, even when it’s lost its other half, and that we don’t give up on family. Norsewear will keep manufacturing the very best, built-to-last New Zealand woollen socks, right here in Hawke’s Bay, so that no matter which sock survives the wash, it can keep doing its job.”
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