Surfstitch just got a whole lot more Swanky
Premium Australian sock brand Swanky Socks has secured its first major retail partnership, launching with major online retailer SurfStitch from February 2026.
In a significant step forward for the fast-growing brand, Swanky Socks will debut on SurfStitch’s platform, expanding its footprint beyond direct to consumer and corporate channels into mainstream retail.
“This partnership represents a pivotal moment for Swanky Socks,” says CEO and Founding Partner Dorry Kordahi, SurfStitch is an iconic Australian online retailer with strong lifestyle credentials. As we continue our strategic shift toward greater B2C focus in 2026, this launch strengthens our presence in the retail market and aligns us with a platform that reflects our premium positioning.”
The move follows a transformative period for the brand, including its international campaign featuring global football star Douglas Costa and an accelerated retail growth strategy aimed at expanding Swanky Socks into leading stores nationwide.
Rob Moore, GM of SurfStitch, said the partnership reflects the retailer's evolution in the lifestyle space.
“We’re excited to partner with the team at Swanky Socks as we continue to expand our lifestyle offering. The brand perfectly captures a strong coastal culture while seamlessly blending everyday wear with office-ready style, which aligns with the direction we’re taking SurfStitch.”
“We look to work with brands that are not only commercially viable, but also socially conscious, whether that’s through philanthropy, sustainable materials, or a genuine commitment to community. It’s important to us that the brands we partner with reflect a sense of belonging and the Australian lifestyle.”
Swanky Socks’ journey has been one of rapid growth and disciplined brand building. When Kordahi first became involved, the business was generating just $40,000 in annual turnover. Recognising a gap in the market for a premium, design-led sock brand, he acquired a major stake and undertook a full restructure.
Since then, Swanky Socks has evolved into a high-performing, multi-channel business, blending strong retail positioning with premium corporate partnerships. The brand has sold more than 3 million pairs globally and donated over 200,000 pairs to homeless shelters, reinforcing its commitment to community impact.
Today, Swanky Socks is known for its fashion-forward collections, cult-favourite Pilates grip socks, performance-driven sport styles, custom socks and collaborations with international figures such as Douglas Costa. The launch with SurfStitch signals the beginning of a broader retail expansion strategy for 2026 and beyond.
