TELLURIDE – Although the footwear of choice for many Telluride Bluegrass Festivarians is minimal, when the sun goes down and the temperatures drop thousands of festival toes will stay warm thanks to a visiting clan of sock peddlers. In their mission to “spread the wool,” the self-proclaimed merino wool fanatics at the new Steamboat Springs-based sock company point6 will be camped at the festival grounds doling out free socks for dancing feet.
The new company, which is an online-only retailer, is making this weekend’s Bluegrass Festival one of its first stops on a country-wide tour designed to introduce fun-loving, outdoor-playing folks to their new merino socks.
“Telluride Bluegrass is the perfect kick-off event because it encompasses the fun, outdoor-loving, adventure-seeking audience we're trying to connect with,” says Betsy Seabert, point6’s Marketing and Sales Shepherdess, of this weekend’s “official launch.”
The festival allows the new company to make good on its mission to “spread the wool,” as point6 will have a tent in the vendor area from which they will be distributing free socks. The company’s Bluegrass presence also gives it some credence as a more sustainability-minded retailer. With socks made of all-natural, renewable fibers, and sold only online, point6 doesn’t create the carbon-footprint of traditional retail stores. Additionally, point6 will be distributing reusable tote bags for a small donation to support the sustainability initiatives at the festival, with all proceeds donated to the Telluride Foundation's Good Neighbor Fund. The company has also recently signed on as members of 1% for the Planet program, where members donate 1 percent of their annual revenues to environmental organizations.
The company’s “grassroots” marketing efforts are centered around introducing their products in the real world and meeting their customers face-to-face, and then using the Internet as its worldwide storefront. Limiting sales to the point6 website allows the retailer to pass savings on to its customers, which can be 30 percent less than similar products sold in stores.
The name point6 is a reference to the ability of merino to maintain an optimal body temperature of 98.6 degrees Fahrenheit. The company exclusively uses merino in its extensive line of men’s and women’s outdoor, sports and lifestyle socks. Merino wool, which has undergone Mother Nature’s own cycle of product testing – evolution – on the backs of high-altitude dwelling merino sheep, is finer and longer than standard wool fibers and is thus softer and more comfortable than traditional wool. Merino has a natural crimp that adds to its insulating properties, and point6’s compact spinning process involves twisting the yarn in a way that removes more air from between the fibers, creating a more compact and ultimately more durable yarn. Because of this process, point6 socks literally have more merino per inch than other merino products on the market.
“Compact spinning is an expensive process, so other companies are content to use small percentages of compact spun yarns in their products,” point6’s Seabert says. “We use compact spun yarns exclusively. Once spun, our yarns are knit with finer gauge needles, producing more stitches – and more value- per inch, to create an exceptionally soft, strong and streamlined product.”
Look for the point6 banner in the Telluride Bluegrass Festival’s vendor area to get your pair of free socks; to see the company’s complete line, which includes men’s and women’s cycling, running, skiing, snowboarding, hiking, and lifestyle socks, visit www.point6.com.