Jumping Ship to Sell Mismatched Socks

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Little MissMatched socksn assortment.

Little MissMatched socks, with names ranging from "Fabulous" to "Zany." Laurie Frankel hide caption

itoggle caption Laurie Frankel
Jonah Staw left a corporate marketing job to work fulltime at Little MissMatched.

Jonah Staw left a corporate marketing job to work full time at Little MissMatched. Will Lipman hide caption

itoggle caption Will Lipman

While the eventual fate of his new venture is in question, Jonah Staw does have a short-term projection: If it survives its initial challenges, the operation may be worth $100 million dollars in three years.

The company, Little MissMatched, was conceived by Jonah Staw and three business-savvy friends, who saw a marketing opportunity in the age-old problem of the lost sock. The well-connected foursome tapped a few investors, parents included, and set out to challenge the very notion of a "pair."

The target market is girls ages 8 to 12. With names like Zany and Fabulous, the colorful odd-sock combinations are meant to allow wearers to say something about themselves.

So far, the gimmick is working: MissMatched socks are sold in 650 stores nationwide, and plans are being made to move into scarves, mittens, flip-flops — even a Little MissMatched book. That's good news to Staw, who tells NPR's Ketzel Levine that he left a lucrative job as a corporate director for his current venture.

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