Luxury sock and homeware brand Comme Si, known for its elevated essentials and chic Italian craftsmanship, is stepping into the performance arena with the launch of Comme Si Sport — a stylish, high-performance line designed for active lifestyles.
From Luxe Loafers to the Slopes
Founder Jenni Lee started Comme Si in 2019 with one goal: to make socks that look as good as they feel. Frustrated by the lack of elegant options, she left her PR career to create beautifully designed essentials. The brand quickly earned cult status, with its signature $35 cotton socks becoming an “if you know, you know” luxury flex.
But it was on ski trips that inspiration for the next chapter struck. “I thought, why aren’t there any chic, functional ski socks?” says Lee. The result? A Comme Si ski sock launched as a gift item two seasons ago — and now, a full-fledged sports line.
Introducing Comme Si Sport
Comme Si Sport debuts with six technical sock styles for the most in-demand activities: running, Pilates, tennis, hiking, cycling, and skiing. Each design blends Comme Si’s signature aesthetic with performance-driven details and premium materials sourced from Italy. Prices start at $35 (for running and tennis) and go up to $40 for more technical pairs.
“Our customer cares about excellence in every detail — from their home to their wardrobe,” Lee explains. “These socks deliver on that with both design and function.”
The Launch: Alpine Luxury Meets Community Buzz
True to its ethos of style and substance, Comme Si Sport launched with a social-first, community-driven strategy. Instead of a traditional press event, Lee brought together brand friends and creatives for a weekend at Stanglwirt, a luxury biohotel in the Austrian Alps. Guests played tennis, hiked, and even shot the campaign on-site — all while showcasing the new socks.
The immersive event doubled as the brand’s first retail pop-up, housed in a striking cerulean blue box by the tennis courts, open through summer. The picturesque Alpine backdrop made for highly shareable content, amplifying buzz before any formal announcements.
What’s Next for Comme Si Sport?
Lee hints at more to come. While the focus remains on technical socks, future expansions could include athletic-inspired apparel. And yes, golf fans — you’re on her radar.
“Comme Si Sport is about elevating performance wear the same way we elevated everyday essentials,” Lee says. “It’s functional, beautiful, and designed for those who value both.”
