Many Mornings: positive socks. The most famous unpaired socks
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Innovation, locality, creativity, environmental and social awareness, mission are not empty words for the creators of the Many Mornings brand.
Agnieszka Kowalska
They are best known for their mismatched socks. They were the first in Europe to implement this idea. Hence much of their success. Today they sell their products in 28 countries around the world. It's hard to believe they were the first. After all, many of us know the feeling when you go out into the street and realize that you hastily put on two different socks. It was enough to consistently implement this idea. Just this and more.
Many mornings - so many mornings in color
It all started in Aleksandrow Lodzkiy, the knitting capital of Poland. Maciej Butkowski and Adrian Morawiak met in elementary school. Their paths crossed again when they started looking for an idea for their adult life. And since Adrian's parents have been manufacturing socks for many years, the young people also decided to do this. There was a base, initial capital in the form of a manufacturing enterprise and know-how. And six years ago, the Many Mornings brand was created (“so many mornings”). Mornings are often difficult. Reaching for socks in a drawer can immediately improve our mood. Our credo is daily optimism,” says Igor Ovcharek, who is in charge of marketing at the company.
Adrian Morawiak and Maciej Butkowski, founders of Many Mornings, photo: mat. Lots of morning
Maciej Butkowski, who studied graphics at the Łódź Film School, had an idea of brand visual communication from the very beginning. To this day, storytelling is one of the strengths of Many Mornings. This can be seen on social media, where posts are more than just announcing the next discount. And users appreciate it.
“They started working with their hands. They themselves were engaged in accounting, packing and selling goods at fairs. They showed the first samples hanging on the Ikea stairs. It was improvisation, but also great ambition and faith in this product, - Igor recalls those times. The first "mismatched" pattern was "Fish and Scales" with a fish on one and fish scales on the other toe. It grabbed. The rest is history.
Business and Social Commitments
Maciej and Adrian could already begin to act with greater force. The first photo shoots appeared in Portugal, Spain and the Czech Republic. And a very important, pro-social aspect of the company's work. They initiated the "Share a Couple" campaign. The goal was to donate as many socks as possible to organizations fighting homelessness. The first 100 5 pairs were sold, including against the accusations of the SOS Children's Villages and the Soup na Planty Foundation. As sales began to pick up, Maciej and Adrian decided that instead of socks, they would donate XNUMX percent of their retail sales. This is a very generous gesture. They do it consistently until today.
In the difficult year of 2020, they paid, among other things, PLN 38 for the fight against coronavirus and PLN 90 for organizations protecting women's rights. In total, the value of the assistance provided last year alone exceeded PLN 200.
Aleksandrov-Lodzki is still their production base. This is an important part of this story. – We are proud of it. Attentiveness and locality are very important values for us. Also the quality of the product. Our socks are 80% combed cotton, we follow the entire production chain,” explains Igor.
They also opened an office in Łódź, which is their command center for promotion, sales and customer service. About 20 people work here permanently. In total, Many Mornings employs about a hundred employees. This is already a fairly large textile enterprise.
Patterns for socks were developed by Igor's wife Paul Blashchik-Ovcharek for more than four years. – This is a product of what we want to talk about and what our customers like. We listen to their voices. Our designs are like washable tattoos - we want you to identify with the story we're telling, says Paula.
Many Mornings - socks for nature, food and sports lovers
A bestseller that has been on the Many Mornings offering almost from the beginning is the bee bee pattern with bees. Dog lovers, cyclists, skiers, nature lovers and food lovers will find something for themselves here. Of course, Christmas patterns are also a hit. Christmas is definitely the harvest season in this industry because socks must be under the tree. Igor: - We broke the boredom associated with this habit.
Design fairs are no longer visited, except for the most important ones - in Tokyo or Paris. They have 13 stationary points of sale - islands in shopping centers - throughout the country (plus one in Hamburg). Wholesale sales based on a network of distributors are already underway in 28 countries around the world (Many Morning socks sell best in Germany). By far the most important channel for reaching recipients is the online store. Thanks to their experience in the field of e-commerce, they managed to survive the difficult times of the pandemic without loss, despite the fact that shopping centers were closed for a long time.
They introduce 20 to 30 new designs a year. In total, at the moment there are about 80 of them offered. They do not follow the trends in this industry, they create their own. They call: “Show me your sock! It doesn't matter if you're sitting on a boring report or on the shopping bus, everyone needs a little healthy madness."
More articles about beautiful things you can find in our passion to decorate and embellish. And special selections of goods in the Design Zone from AvtoTachki.
Photos used in the text: mat. Lots of morning