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The Shark Tank Season 17 premiere kicked off with a familiar face: Saturday Night Live star Pete Davidson. Davidson was there as a celebrity investor backing sock brand DoubleSoul, founded by Ben Rosenbaum and run by Rosenbaum’s wife Allison Strumeyer, the company’s CEO.
Davidson revealed that his involvement began when DoubleSoul sent him a promotional pair.
“I get sent a lot of crap, and I usually give it to my cousins,” he joked. “I got sent DoubleSoul [socks] a couple of years ago, and I had to meet the team, and I wanted to be involved immediately.”
So immediately, in fact, that he invested $1 million for a 10 percent ownership stake and signed on as the brand’s Creative Director in 2024.
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The brand markets itself on three pillars: self-expression, comfort, and sustainability. Each pair is designed as a “canvas for color, pattern, and personality,” according to the company’s website, while also delivering ultra-soft, durable, breathable fabric that doesn’t slip or irritate.
Environmentally conscious shoppers will appreciate that DoubleSoul socks are made from GRS-certified recycled cotton and polyester, plus GOTS-certified organic cotton. They’re dyed with OEKO-TEX earth-safe pigments and shipped in recycled packaging.
Retail prices range from $11 to $20 per pair, depending on the cut (no-show to knee-high), with multipacks running from $24 to $96.
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The Sharks make their offers
On the Shark Tank premiere, DoubleSoul’s Rosenbaum sought new investment beyond Davidson. Guest Shark Kendra Scott offered $500,000 for 10% equity, while Kevin O’Leary and Rashaun L. Williams teamed up on a different proposal: $500,000 for 6.25% equity with the added condition that if the company sells, they’d receive three times their investment back before profits were distributed.
In a classic Shark Tank moment, Rosenbaum phoned his wife, the CEO, to help decide. Ultimately, the couple opted for Scott’s deal, thanks to the opportunity to place DoubleSoul socks in her retail spaces.
With Davidson already shaping the brand’s creative direction and Kendra Scott opening doors to retail, DoubleSoul is positioned for a strong expansion run following its Shark Tank appearance. If you’re ready to add some irreverent flair to your sock drawer — and feel good about the sustainability angle — the brand promises, as it says on its site, to make sure “life’s too short for boring socks.”
Shark Tank airs Wednesdays at 10 p.m. ET/PT on ABC and streaming the next day on Hulu.
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