About Us - FITS®

Our Story

Honoring the past. Changing the future.

FITS® has been crafting premium merino socks since 2010. But our story, really began decades ago.

Our Founder Bob Yoe spent most of his career running factories manufacturing one million pairs of socks per day for wholesale giants. But over the course of 25 years the industry changed.

Domestic textile manufacturing decreased steadily as production moved offshore and disposable fashion trended more each year. Unsatisfied with the new norms, Bob wanted to do something different, something better.

With the expertise of 3rd and 4th generation textile knowledge, Bob and his colleague set out to make the best-fitting, most comfortable socks ever. And from day one, FITS® has been committed to Bob’s vision.

Every pair of FITS® is held to the highest of standards, utilizing the best materials available and innovative technology to deliver a sock like no other. Investing in the American worker is something we’ve been passionate about throughout our entire process, which is why all our socks are made right here in the USA.

For us, it’s simple: We believe socks are a critical piece of gear and you should be comfortable while you’re enjoying the outdoors. So whether it’s a short run or an epic long distance hike, with FITS®, you can trust that comfort, fit and performance are at the forefront of everything we do.

Our Values

US Made

We are proud to make all of our products in the USA.


FITS socks will be the most comfortable you’ve ever worn. No bunching, slipping, or rubbing.


All our socks are made with superfine, suit-grade performance Merino wool.


We use the latest technology to blend fibers for the best breathability and performance.


Proud to offer 25% off for all service members.

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Unrivaled in comfort and fit,
FITS® socks are truly adventure ready.


Sock Sizing
women and men size chart

The Perfect Fit Starts With the Right Size.

Your sock size shouldn’t be a guessing game. Our socks range from small to double XL, but the best way to know the perfect fit for you is to match your shoe size to the chart on the left. That way, you’ll know the size you select will give you the fit and feel you expect.

Between sizes? Go with your gut, but rest assured that your socks will still fit great. If you receive your order and find yourself wishing you’d gone up or down a size, just let us know. We’ll happily send you replacements for your preferred size.

Concerned about laundry mix-ups? All FITS® socks are coordinated by color and size, based on the colors you see on the size chart. So, you won’t have to worry about mixing up your sizes with the other FITS® wearers in your home. (But stray socks mysteriously going missing in the dryer? Unfortunately, we can’t help with that.)


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The Light Hiker is perfect for everything from big adventures to everyday wear.
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How Do You Determine Sock Size?

Sock sizes are typically measured in inches, not by your shoe size. So, a sock size 6-8 will comfortably fit someone whose feet are between six and eight inches long. However, at FITS®, we make it easy for you to choose the ideal sock size without having to measure your foot. Simply use our sock size conversion chart based on your shoe size to select the right fit for you. 

How Do You Measure Your Foot for Socks?

To measure your foot for socks, measure the length from the heel of your foot to the tip of your longest toe. The measurement in inches correlates to your sock size. For example, if your foot is 10 inches long, a sock size 9-11 should fit you comfortably. At FITS®, you can skip this step and find your sock size based on your shoe size using our conversion chart. 

What Is the Sock Size Conversion?

The sock size conversion refers to sock size compared to shoe size. While all companies may vary slightly on which size socks to purchase based on your shoe size, you can always measure your foot to find the right fit for you. 

What is Sock Size to Shoe Size?

Because sock sizes are determined by the length of your foot in inches vs. your shoe size, shoe and sock sizes differ. The FITS® sock size to shoe size conversion is as follows:

Knowing this makes it easy to choose the ideal sock size based on your shoe size without measuring your foot. 

What Age is Sock Size 9-12?

Sock sizes typically don’t correlate with age. For kids, age can be a general indicator of what size sock they’ll need, but everyone is different. An adult sock size 9-12 fits anyone whose feet are approximately nine to twelve inches long. For kids’ sock sizing, check with the company to find exact details to ensure your little one gets the perfect fit. 

Got more questions about finding the perfect sock size for you? Let’s talk.



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