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Sock Connoisseur for Men: Put Your Best Foot Forward

Wednesday Oct 24, 2012

New York, NY - Move over power tie, there's a new accessory in town. Enter the power sock: proof that the smallest details can make the biggest difference.

At, it's all in the details. Launched in October 2012, the "Sock Connoisseur" e-retailer for men is shifting the sock from a staid utility to a fashion-forward, necessary accessory. Targeting the urban professional with a versatile lifestyle, gone are the days of bland, white, tubular-clad ankles and (thankfully) with it - those unsightly mankles.

Ushered in instead are the eras of Don Draper, John F. Kennedy, Bond, Sinatra, Clooney: the debonair gentleman graced with the pursuit of stylish perfection down to the little last detail. Tina & Sunny Israni, Co-Founders, "Sock Connoisseurs" and brother-sister entrepreneurial duo, hand-select each brand and style featured to reflect this discerning lifestyle, presenting the finest variety of dress, on-trend and everyday sock wear.

In honor of the launch, zoraab is offering a free pair of socks to everyone referring a friend who makes a purchase, as well 10% off your next purchase when you sign up for the "Sock Connoisseur" e-newsletter.

In a recent story reported by The New York Times on socks and the tech entrepreneur, a man's sock "signals that you are part of the in crowd. It's like a secret handshake for those who have arrived, and for those who want to."

And who are we to argue? We will say however a stylish sock goes far beyond the reaches of Silicon Valley. offers a variety of socks expertly edited to a variety of personalities & professions: from the athlete to the politician, the artist to the ad exec, Wall Street to professor.

Because who doesn't like a world with choices, take your pick of crew to no-shows, solids to stripes, polka dots to prints (even a mustache print), cotton to fine silk, bamboo to cashmere. offers over 200 styles and 15 brands to choose from, spanning staples Nautica, Puma and Rockport to trendy Happy Socks, Richer Poorer, Pact and Sock it to Me. Tina & Sunny plan to bring on a continual, edited roster of the finest in sockwear, with Hugo Boss, Unsimply Stitched and more soon to come.

Not just an e-retailer, is a content resource for all things stylish socks. Put your best-dressed foot forward by consulting their "Sock Connoisseur" blog, offering features like the Sock-torialist, Socks & the Entrepreneur, On the Tubesock, and Guides/Trends to keep you stylishly inspired, down to the last detail.

Did you know? Socks are the #1 most requested item in homeless shelters across the USA. At, we believe every sole counts - that each sole deserves to be protected from the harsh environments of the world. It is after all, our soles that carry us forward. Enter: Socks for the Sole.

A mission created by to make a difference, one sock at a time. Each year 10% of’s annual sales will be donated in socks to a charity of choice determined by the public. will also offer Sock Hop Parties that you as the consumer can hold to additionally spread awareness of the Socks for the Sole mission. Invite your friends to donate a pair of socks, and Socks for the Sole will match sock for sock, every sock that is donated. Making a difference is that simple.

At - it’s in the details. The Israni family has a rich heritage in trading textiles. Being avid sock lovers, entrepreneurial brother & sister duo Tina & Sunny Israni set out to leverage that heritage and knowledge by launching an e-retail space purely focused on sockwear. The word "zoraab" means "socks" in several Indian dialects.

Tina Israni brings a Marketing and Business Strategy background with over 5 years of experience to Her career in Investment Banking Strategy at JPMorgan Chase which began in New York lead her from Europe to Asia and finally to Credit Suisse where she supported Marketing & Communications for Trading. With a novel in the works, Tina is passionate about creative writing.

Coming from a finance background, Sunny Israni brings 5 years of experience supporting the Trading floor at Bank of America Merrill Lynch. With an eye for style, Sunny additionally brings several years of fashion retail experience having managed stores like Banana Republic, United Colors of Benetton and Dolce & Gabbana.


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