Americans are notorious for waiting in line for the next best thing, but it takes a special breed of mostly Vermonters to wake up in the middle of the night to buy socks. "They love it! Its a great meeting place, its an opportunity for people to schmooze" founder of the Cabot Hosiery Mill, Marc Cabot said. He opened the mill back in 1978, ever since they've been marking down their socks for a blowout sale that used to start at 8:00 AM on the same weekend every year, this year the doors opened at 5:00 AM. "Its a phenomena. Its so exciting. Its an event" Cabot said.
The sock sale happens to fall on the same day as the start of deer hunting season in Vermont and not by mistake. It was the company's way of reeling in women while their husbands were off in the woods. Cabot says "It was to give the wives something to do while they were left estranged for the opening of deer season."
A lot's changed since then. Jim Flener will tell you today men are hunting for as many deals as they are deer. He drove all the way from Cleveland to get here. "I like socks and I'm man enough to say it" Flener joked.
These aren't just any old socks, the Darn Tough brand can run upwards of 25 dollars for a pair of ski socks, Saturday you could get some pairs for just one dollar, an important bargain in a state where you have to work to keep your feet warm. "If a good sock is going to be made nobody can make a better one than we can. We live this business" Cabot said.
The company cranks out more than 144,000 socks each week and thanks to a close knit relationship with the U.S. Military the brand, Darn Tough socks will warm the feet of the entire country's service men and women. When they say darn tough, they mean it, all socks have a lifetime guarantee. "We even replace socks that dogs may take the toe out of" Cabot said. Its a tradition true to the spirit of Vermont complete with deals that will knock your socks off.