PORTLAND — Alex Purcell was on a mission.
The actor from New York City, who’s playing Jacob Marley in the Portland Stage production of “A Christmas Carol,” needed Peanuts-themed socks for a Secret Santa gift.
A visitor to Portland since 2017, he knew right where to go: The Sock Shack on Congress Street.
“Every time I’m in town, I invariably find socks for someone,” said Purcell, 36, after securing a pair featuring Charles M. Schulz’s characters like Lucy Van Pelt.
The shop, which opened in 2014, carries more than 8,000 varieties of socks that cover just about every inch of its 700 square feet. And this its busiest time of year.
Diaja Paradis, 29, of North Yarmouth, was shopping for socks for a coworker. “I love the variety. You never know what you’ll find here,” she said.
From durable, Vermont-made Darn Tough socks to quirky designs that include a creature called a Tacosaurus, the selection at The Sock Shack makes it the kind of place where you could easily lose track of time.
The walls and rack displays are kaleidoscopic tapestries of colors, designs and textures. Whether you’re planning a ski trip and need warmth, trying to add a little zip to your daily ensembles or looking for a gift for that hard-to-shop-for friend or loved one, you’d be hard-pressed to walk out of The Sock Shack empty-handed.
The shop also carries accessories like enamel pins, stickers, zipper pouches, magnets and lunch bags.
Despite competition from big-box stores, higher shipping costs and challenging tariffs, the shop continues to thrive off the increasing demand for novelty socks, which a November report from DataHorizzon projects will continue to grow by nearly 6% annually through 2033. The trend is driven by rising interest in personalized, expressive fashion, the report said.
Sock Shack owner Hildi McKeagney said novelty socks have been popular for years, and now more people feel comfortable and empowered to incorporate them into their daily outfits.
“They are a way to express themselves, they can be conversation starters and a way to rebel against traditional style norms,” she said.
McKeagney, 53, who bought the store from original owner Lori Dorr last year, has worked at The Sock Shack since 2017. She credits her staff of six “enthusiastic, fun and smart” employees with much of the shop’s success. But it’s seeing the sheer volume of socks and colors that brings people in from the street.
“Then they are able to touch and feel all of the socks, and if something catches their eye, they can take a little piece of that whole experience home at a reasonable price,” she said.
While online sales account for about 15% of the store’s revenue, most of it — appropriately — comes from foot traffic. “Brick and mortar is our bread and butter,” she said.
Roaming around the shop, McKeagney pointed out a line of unisex socks from Colorado company Foot Clothes, featuring winged cats, frogs wearing witch hats and other fantastical images that are “a little off kilter in a good way and just really cool,” she said. “They’re a personal favorite.”
As for bestsellers, McKeagney turned to a pair that proudly proclaims “It’s OK To Fart.” They can be found right near ones that say “My Cat Says You’re Dumb.”
McKeagney describes socks as expressive fashion accessories that make a personalized statement.
“If you’re gonna wear socks, they might as well be fun, functional and comfortable,” she said.
Just don’t be in a hurry to make up your mind.