It was an accidental success story for founder Sarah Teensma. Lamington, her boutique range of merino socks and tights made in New Zealand, started out in 2005 as a kid's T-shirt brand. In 2008, socks were added as an extra for retailers. When stores began to request socks only, Sarah realised she had found her niche.
She knew little about socks, she admits, but knew what she liked and wanted - socks that stay up, and stay on, and keep feet warm and dry, in timeless colours and designs. Sarah aimed for high-quality, made-to-last alternative to other socks, with comfortable fit inspired by ski socks. She also wanted to ensure kids' socks wouldn't fall off and would keep legs warm - hence knee-high designs which stay up.