The challenge was to make and package a product while channelling and respecting the ethos of the 1850s Californian Gold Rush.

Introducing "Mr Strauss' Rediscovered Long Socks". During the Californian Gold Rush, Levi Strauss sold provisions including clothing, tents and bedding to pioneers. Storage jars were often used to keep items clean and dry. Extra wool and a needle are provided with every pair along with a "Sock Maintenance Manual" to help sock owners rediscover the lost art of "darning" their socks — just as they would have done back in the day. The production process from yarn to packing was made into a promotional film highlighting the authentic craft and passion for detail that has gone into these wonderful socks.

The production run of 1,000 pairs has sold out.