It Doesn’t Get Fresher Than These AIRWAVES x SNOCKS Socks
At a time when unusual collabs are the newest wave, we might just have found the craziest one yet. Airwaves—the Wrigley Mars gum sub-brand—is dropping a limited collection of socks with the underwear label Snocks.
If you live in Germany, and especially in Berlin, you might be familiar with the cultural phenomenon surrounding Airwaves. The chewing gum brand has always been there, in kiosks, spätis (the German version of a bodega), and at the checkout in supermarkets, but a real boost in popularity hit in 2020 when the German rapper Pashanim released a song named after it.
Continuing the association with clothing that the Berlin-born rapper introduced in the song's hook "Airwaves in mein Jeans", which translates to “Airwaves in my jeans,” the brand has teamed up with Snocks to create the freshest pair of socks yet.
Snocks, a German e-commerce start-up founded in 2016 by two cousins, initially started off designing socks but quickly expanded into other products such as underwear, ski undergarments, and loungewear. For the Snocks x Airwaves collab, the brands came together on a line of Snock’s signature, high-quality socks. As with all of its socks, they have a six-month no-hole guarantee, so if you get a toe tear in the first six months of use, your socks will be replaced, free of charge.
Limited to 5,000 pairs only, the collab socks come in the colors of Airwaves’ four flavors, all of which are sugar-free and known for their intense menthol and eucalyptus flavor (kinda secret tip: they’re really good for easing cold symptoms).
“The main focus of the campaign was primarily on capturing the zeitgeist and attitude towards the life of people in the big cities, who had to go through a forced standstill due to the pandemic, and thanks to the gradual easings are gaining momentum again. People are going out again and everyone wants to look fresh.”
The campaign is shot by Hamburg-based photographer Pascal Kerouche at a (not yet real) Airwaves kiosk designed by [m]STUDIO. While Kerouche's work mainly spotlights the German Hip Hop and Rap scene, he has also worked with international names such as Snoop Dogg and Meek Mill.
Shop the SNOCKS x AIRWAVES socks here.
