In 2016 a mum-of-two-boys was so frustrated with constantly losing her toddler’s socks she invented a solution.
Natalie Hull, 45, is the founder of Sockatoos. They are all-in-one baby and toddler trousers with socks securely built in – so no more lost socks.
The clever trousers look like separates but have stretchy socks with non-slip grips firmly sewn into the base of the trousers under the cuff.
And in November you can visit the Sockatoos pop-up at Westfield London in White City (outside H&M.)
Natalie, from Cheltenham, Gloucestershire, said: “While trying for the umpteenth time to get socks on my wriggling son only for them to slide off moments later I took to Google in a strop.
“I typed in trousers with socks attached and couldn’t find anything”.
“Both of my boys were tall babies and I kept them in baby grows for as long as possible but once they’d grown out of them there were no more options to keep their feet warm and contained.
“I even tried woolly toddler tights but they were hot and itchy for my son who has sensitive skin.
“Not finding the appropriate product was a lightbulb moment. I had a business idea that I knew would help other parents.”
So in early 2016 Natalie sat at the kitchen table and sketched out a design for all-in-one trousers with socks sewn into the lining.
At the time she was a stay-at-home mum on a career break from her high-powered role in finance in London.
She said: “At the time I felt my focus was being a mum but I had a good understanding of business and taking financial risks for great reward.
“I loved the idea for myself and as a business. I really wanted a pair. I spoke to friends and other parents and I had great feedback.
“It spurred me on to create a prototype and to take my idea seriously as a business.
“It was my husband who came up with the name, Sockatoos. I thought it was playful and worked really well.”
Now, almost eight years later after surviving the difficult fallout from Brexit and the pandemic Sockatoos have several designs and colourways including comfy joggers, jersey lined baby jeans and brightly coloured cords.
Sockatoos are made from 100% cotton, high quality, thick material made to last and sustainable as they can be handed down to siblings for years to come.
Natalie has collaborated with John Lewis, running pop ups in their stores and she won the 2020 Made for Mums “Can’t Live Without Parenting Product” bronze award.
Next month Sockatoos is in the running for ‘Innovative Product of the Year’ 2025 at the prestigious Mother and Baby awards which will be hosted by Giovanna Fletcher at the Park Plaza Westminster Bridge.
Natalie’s boys are 13 and nine now and lost baby socks are a thing of the past for the busy mum who says she is a full-time business owner and part-time taxi driver now thanks to various sports and clubs.
She said: “I haven’t forgotten my days searching soft play ball pits for lost socks. I hope Sockatoos might save another parent from the same frustration.”
You can also shop the range here.
Why Sockatoos Make the Perfect Gift for Babies:
- End the Sock Struggle: Sockatoos eliminate the frustration of constantly searching
for missing socks and babies kicking them off in their pram, baby carrier, or car seat. - Comfort and Convenience: Made from soft, breathable 100% cotton, Sockatoos
are incredibly comfortable for delicate baby skin. They’re easy to put on and stay in
place, ensuring a hassle-free dressing experience. - Non-slip grip on soles: The stretchy socks fit snug on baby feet and have a non slip
grip perfect for babies taking their first steps and active toddler racing on hard floors. - Stylish and Adorable: Sockatoos come in three designs and four colourways; joggers
(grey with pops of pink, yellow, red or blue), jeans (blue jeans with yellow, red and
blue pockets and waist bands), and colourful cords (in red, blue and yellow), making
them a stylish and adorable addition to any baby’s wardrobe. - Practicality: Sockatoos are machine-washable and quick-drying, making them easy
to care for. Hours saved not having to hang out three items or search for sock pairs. - Unique and Memorable: Sockatoos are a unique and thoughtful gift that will be
appreciated by parents and babies alike.
Sockatoos are available for babies from three months old to preschool age.
Available online on the website here.
