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Imagine the shock in the room when the doors to the Shark Tank swing open and Saturday Night Live alumni Pete Davidson casually strolls out to pitch an eco-friendly sock company. That is exactly what happened during the highly anticipated Season 17 premiere in late 2025.
Pitching alongside his friend and business partner, Davidson brought serious star power and plenty of laughs to the carpet to secure funding for Doublesoul Socks. But celebrity endorsements only get you so far with the Sharks. The numbers have to make sense.
What unfolded was a tense negotiation, some classic Kevin O'Leary insults, and a scramble to close a high-stakes retail partnership. Now, months after the episode aired, fans are wondering what actually happened once the cameras stopped rolling.
What are Doublesoul Socks?
For decades, the sock market forced consumers to make a frustrating choice: settle for cheap, boring, white multi-packs from big-box stores, or spend top dollar on poorly-made, paper-thin "novelty" socks that lose their shape after a single run through the dryer. Doublesoul Socks was designed to completely eliminate that compromise.
Marketed as an everyday lifestyle brand, Doublesoul creates socks that fuse high-end comfort with bold, trendy aesthetics. Rather than using cheap synthetics, the socks are woven from a premium blend of 85% organic cotton and 15% recycled nylon. This creates a sustainable, eco-friendly product that feels buttery soft on the skin.
To ensure they perform as well as they look, Doublesoul engineered their socks with a double-cushioned bottom for heavy foot traffic, a seamless toe box to prevent blistering, and a breathable mesh top to keep feet cool. They offer multiple cuts, including no-show, mid-calf, and knee-high options, allowing customers to perfectly match their footwear.
By bridging the gap between utilitarian gym wear and high-fashion accessories, Doublesoul successfully created a cult-favorite product for Gen Z and Millennial shoppers.
| Feature | Details |
|---|---|
| Industry | Apparel & Fashion |
| Founded Year | 2022 |
| Founders | Ben Rosenbaum, Allison Strumeyer, & Pete Davidson |
| Core Product | Eco-friendly, sustainable, high-comfort socks |
| Materials | 85% Organic Cotton, 15% Recycled Nylon |
| Target Audience | Gen Z and Millennials seeking stylish everyday comfort |
| Retail Price | $9.00 - $20.00 per pair |
Who is the Founder of Doublesoul Socks?
The story of Doublesoul begins with a husband-and-wife duo, Ben Rosenbaum and Allison Strumeyer. The two first crossed paths while studying at the University of Pennsylvania. Years into their respective career paths, Ben realized how fragmented the apparel industry was when it came to everyday basics. He was constantly frustrated by his sock drawer. His durable, functional socks were incredibly ugly, while his stylish, patterned socks were practically disintegrating at the heels.
Realizing there was a massive void in the market for a "middle ground" sock, Ben and Allison decided to launch Doublesoul. The early days were far from glamorous. The founders spent months working closely with various overseas factories, testing countless fabric blends and prototypes.
Early samples were disastrous, some would lose all elasticity after just three washes, while others were knit so tightly around the ankle that they cut off circulation. Eventually, they nailed the perfect ratio of organic cotton to recycled nylon, striking the ultimate balance between structure, durability, and softness.
To give the brand a massive cultural push, the duo partnered with comedian and actor Pete Davidson. Davidson, known for his highly publicized streetwear style, became the face of the brand, perfectly aligning with Doublesoul's goal to make socks a trendy focal point of an outfit rather than an afterthought.
Doublesoul Socks Shark Tank Journey & Pitch
In September 2025, Ben Rosenbaum and Pete Davidson walked into the Shark Tank seeking $500,000 in exchange for 4% of their company, giving Doublesoul an immediate, sky-high valuation of $12.5 million.
The pitch started strong. Pete brought his signature humor, explaining that most people buy bulk socks with absolutely no personality. To prove that Doublesoul was built differently, Ben handed out samples. The Sharks immediately noticed the premium feel, stretching the cuffs to examine the double-cushioned soles and seamless toes.
But as seasoned Shark Tank fans know, a good product means nothing without good numbers. When the Sharks pressed for the financials, Ben delivered data that widened their eyes. He revealed that it costs them a mere $1.20 to manufacture a single pair of socks, which they then retail for an average of $11.00. That represents a staggering 89% gross margin.
Furthermore, Ben broke down their explosive growth. Doublesoul launched in 2022 and did $360,000 in sales. In 2023, revenue jumped to $1.7 million, and in 2024, it hit $2.3 million (though they operated at a $380,000 net loss to fuel marketing and customer acquisition). By the time of filming in 2025, the company was on track to clear a massive $7.5 million in revenue with a projected $700,000 net profit.
Lori Greiner was stunned, asking how they grew so fast. Ben credited organic social media; their customers were constantly posting outfit styling videos and memes online, driving viral, unpaid traffic.
Despite the great numbers, the Sharks were wary of the $12.5 million valuation. Lori Greiner bowed out early. Kevin O'Leary, alongside Guest Shark Rashaun Williams, decided to put a ruthless offer on the table. They offered $500,000 for 6.25% equity, but with a massive catch: a $0.25 royalty on every pair of socks sold until they recouped $1.5 million (three times their investment). Pete Davidson was unimpressed with O'Leary, famously shooting back a few comedic insults that had the rest of the panel laughing.
Seeing an opportunity, jewelry magnate and Guest Shark Kendra Scott jumped in. She loved the product and immediately saw how it could be cross-sold in her 152 retail stores. She offered a clean $500,000 for 10% equity, eliminating the suffocating royalty structure O'Leary demanded. Robert Herjavec briefly considered piggybacking on Kendra's deal, but Kendra made it clear she wanted Doublesoul all to herself.
Knowing they had to make a final call, Ben and Pete pulled out their phone to call Allison Strumeyer, the company's CEO. After a rapid-fire conference call on the carpet, the team confidently accepted Kendra Scott's offer.
| Shark Tank Pitch Details | The Numbers & Offers |
|---|---|
| Season & Episode | Season 17, Episode 1 (Premiered Sept 2025) |
| Initial Ask | $500,000 for 4% Equity |
| Initial Valuation | $12.5 Million |
| Sharks in the Room | Kendra Scott, Kevin O'Leary, Rashaun Williams, Lori Greiner, Robert Herjavec |
| Kevin & Rashaun's Offer | $500,000 for 6.25% + $0.25 royalty per pair until $1.5M is repaid |
| Kendra Scott's Offer | $500,000 for 10% Equity |
| Final Deal Accepted | Kendra Scott's Offer ($500,000 for 10%) |
What Happened to Doublesoul Socks After Shark Tank?
The immediate aftermath of their Shark Tank appearance was exactly what Ben and Allison had hoped for. The "Shark Tank Effect" hit Doublesoul like a tidal wave. Almost immediately after the episode aired on the East Coast, the company saw a massive spike in web traffic, resulting in a rush of direct-to-consumer sales.
Smartly, the team was fully prepared for the influx of new customers. They immediately updated their homepage banner and launched a specialized "Seen on Shark Tank" collection, specifically highlighting the exact colorways and styles that Pete and Ben had handed out to the Sharks during the pitch. This strategy effectively funneled the curiosity-driven TV viewers straight to the highest-converting products on their site.
Partnering with Kendra Scott proved to be the right move. Beyond just injecting capital into the business, Kendra brought a wealth of traditional brick-and-mortar retail expertise. While 95% of Doublesoul's initial business was strictly direct-to-consumer through their website, the founders knew they needed a strong physical presence to scale past the $10 million revenue mark.
Is Doublesoul Socks Still in Business?
Yes, Doublesoul Socks is absolutely still in business and thriving. The company continues to operate out of its New York headquarters with a small, highly dedicated team.
In the months following their national television debut, Doublesoul has aggressively pushed forward with their wholesale and retail expansion. While their own official website remains the primary driver of their revenue, they have successfully secured partnerships with major corporate retailers.
Today, you can easily find Doublesoul products stocked on Amazon, giving them access to fast, prime shipping logistics, as well as on the shelves of Urban Outfitters, which perfectly aligns with their younger, fashion-forward target demographic. They also continue to lean heavily into community marketing, running robust referral programs that offer free merchandise, 20% discounts, and exclusive product drops to their most loyal brand advocates.
What is the Valuation & Net Worth of Doublesoul Socks?
When Ben and Pete stepped onto the Shark Tank carpet, they boldly valued Doublesoul at $12.5 million. By accepting Kendra Scott's offer of $500,000 for 10%, the company's valuation dropped on paper to $5 million. However, in the world of venture capital, a Shark Tank valuation is rarely the final word on a company's true worth.
Doublesoul was already tracking to hit $7.5 million in gross revenue with an estimated $700,000 in clean net profit. Assuming they hit those projections and continue to scale through their new retail channels like Urban Outfitters, the company is operating at a much higher tier.
In the current apparel and e-commerce market, a profitable, high-margin, celebrity-backed direct-to-consumer brand can typically command a valuation multiple of 2x to 3x its annual revenue. Based on these metrics, the estimated valuation of Doublesoul Socks sits comfortably between $15 Million and $20 Million. Consequently, the estimated net worth of the founders has skyrocketed since their days of testing flimsy prototypes in their apartment.
Where to Buy Doublesoul Socks?
If you are looking to upgrade your sock drawer, getting your hands on a pair of Doublesoul socks is easier than ever. The absolute best place to buy them is directly through the official Doublesoul website (doublesoul.co).
Buying direct gives you access to their complete inventory, including limited-edition color drops, their "Seen on Shark Tank" bundles, and multipack discounts that can bring the per-pair price down significantly.
For shoppers who prioritize speed, the brand now maintains an official storefront on Amazon, allowing Prime members to take advantage of free two-day shipping. If you prefer to shop in person and feel the fabric before you buy, Doublesoul has successfully rolled out inventory to select Urban Outfitters locations nationwide.
Are Doublesoul Socks Reviews Good?
The overall consensus on Doublesoul Socks is generally positive, though they do face some standard criticisms common to the premium apparel space. On the positive side, fashion editors and everyday consumers alike praise the socks for their incredible softness and aesthetic appeal.
Fans love the thick, ribbed knit at the ankle, noting that the socks stay up all day without uncomfortably biting into the calf. The seamless toe is a massive hit for people who spend long hours on their feet, and the organic cotton breathes exceptionally well during the summer months.
However, a dive into Reddit forums and customer feedback reveals a few recurring complaints. Some buyers feel that the $9 to $20 price point is simply too steep for a single pair of socks, arguing that they can find visually similar "dupes" from fast-fashion retailers for a fraction of the cost.
Additionally, a segment of customers has pointed out sizing inconsistencies, noting that the socks can run small. Some users who wear women's size 10 shoes or larger have reported that the socks do not have quite enough stretch, feeling restrictive around the heel.
Despite these critiques, the brand's rapid revenue growth and high repeat-customer rate suggest that the vast majority of buyers believe the premium price tag is fully justified by the comfort and quality.
