NL logoNice Laundry, a Kickstarter project that ended on April 15, 2013, officially launched its e-commerce site on Monday (Aug 12, 2013). Nice Laundry raised $120K from 2k backers on Kickstarter. The project set a Kickstarter record for a fashion project by gaining 279 backers in the first day.

Nice Laundry is a new men’s socks company that aims to decommoditize the sock buying experience. The company offers “NICE LAUNDRY” branded socks in packs of six, and each pack has a different theme (e.g. Chief, Exec, Ladies Man). Nice Laundry also offers a $99 sock drawer makeover that includes 18 pairs of socks (3 sets of 6). Similar to other recent e-commerce startups, Nice Laundry has an altruistic side – they will pay the postage cost for you to ship your old socks to their chosen sock recycling company.


Nice Laundry was founded by two LivingSocial alums: Ricky Choi and Phil Moldavski. Learn more about their story here.

I just purchased my first pack of six. We’ll see how long it takes for them to cross the pond to London.

To learn more about the sock revolution, check out Modern Fellows post: Where to Buy the Best Socks Online, Part 1: Power Socks.