Today's Highlights

• Sock it to me
• StyleWatch
• Marje Helfet and Annalisa Sullivan, Fairway Skins

NEWS

Adidas geared up for summer's dog days

Adidas Golf reports on its ClimaCool line of apparel.

Breast cancer initiatives to be unveiled at PGA Fall Expo

The PGA Fall Expo, Sept. 10-12 in Las Vegas, Nev., will host the premier of a national tour and golf program to benefit breast cancer survivors.

DiStefano joins Ecco staff

Ecco hires Ed DiStefano as technical field representative to use the company's Tech Van to oversee education and outreach programs to green-grass and off-course retailers nationwide.

FEATURE

Sock it to me

By Janice Ferguson
GPA Fashion Correspondent

For information and to find retailers, go to www.kbellsocks.com.

Long gone are the days when our only choice in golf socks was white, white, and white, and in a couple of basic designs. Today we have a multitude of colors, designs, thicknesses, heights and brands -- and the evolution makes for fun shopping.

One such brand to make original sport novelty socks that combine fashion with function is K. Bell Sport. Founded in 1982 by Karen Bell, the company started in her living room with the garage serving as her first warehouse.

The company has grown quite a bit since then -- taking on partners, creating mass distribution channels and acquiring the Amy Jo Gladstone slipper company. More expansion plans are on the table.

"Our sock philosophy for the golf and tennis lines is about designing fun, fashionable sport socks that sport enthusiasts can relate to," said Jann Middo, vice president of product development. Over the years we have found that the best selling socks highlight the novelty factor either in the designs or embellishments."

But becoming the preferred brand among golf and tennis players doesn't mean K. Bell socks are simply a foot fashion statement. The socks are every bit as functional as they are stylish.

How?

By using Sensura, which is an ultra-soft, breathable fiber that draws moisture away from the foot to keep them cool and dry. Sensura yarn is softer than combed cotton, more durable and has twice the resistance to abrasion, standing up to any physical activity thrown their way.

Secure in knowing the golf socks will perform, the next challenge is picking a pair from the myriad of styles. There are more than 150 different designs of sport socks that are always evolving -- 75 of them featuring golf specific motifs.

When punching up a solid golf outfit, typically it's accessorized with a bold colored or printed belt, hat and shoes. K. Bell offers an additional accessory piece, with socks becoming an important part of the ensemble.

There is also the element of self-expression that appeals to K. Bell customers.

"Currently our top-selling socks have rhinestone designs on the cuff, including a popular one with the word golf spelled out in clear rhinestones," Middo said. "Another style we have not changed in over five years is our Lucky Golf sock with a knit-in all over pattern of lucky charms. This sock is consistently in our top five best-selling socks every year."

Several classic designs such as an argyle pattern are also a major part of the collection, and come in popular khaki, lime and turquoise colors. Solids and ankle rim accents are available in black, gray, blue, green, lavender, pink and, yes, plain white.

Whether it is lots of sparkle and color, or simpler basic designs, K. Bell has the feet covered.