An Ealing start-up has created a brand of black socks for men that promise to keep feet dry and odour free.
Oh My Sock uses material made of bamboo and has a special soft honeycomb design to prevent lines on legs.
The socks - packed in seven pairs for every day of the week - are lighter than normal socks and are designed to occupy less space while packing.
"Users can experience ultimate ease and accessibility in the morning when reaching out for any two socks that would make a perfect feet-worthy pair," said Ha Do, founder of Oh My Sock.
"That's where the Oh My Sock idea comes about, it's the start of a simplified wardrobe."
The socks are made using high quality machines in Europe and cost £26 for seven pairs.
Ms Do has set up a kickstarter page to gather support for her business and said she has received positive feedback.
Professional photographer David Newton wore the socks for six months and recommends them to people who travel a lot: "Switching to Oh My Sock has been a revelation.
"Bamboo is a quite amazing natural material. It seems to not absorb sweat or smells so it keeps your feet fresh."
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