Doublesoul Socks Shark Tank Season 17: Founders, Deal, Product, Updates and Where to Buy

Last updated: May 19, 2026

Doublesoul brought one of the most memorable product pitches of the Shark Tank Season 17 premiere. On the surface, it was a sock company. But the pitch quickly became bigger than socks because founders Ben Rosenbaum and Allison Strumeyer had built a fast-growing brand around comfort, self-expression, sustainable materials, and a high-profile creative partner in Pete Davidson.

The company entered the Tank asking for $500,000 for 4% equity and left with an on-air deal from Kendra Scott for $500,000 for 10%. This article covers what Doublesoul socks are, who founded the company, what happened during the pitch, where to buy the socks now, and what entrepreneurs can learn from the deal.

Fast Facts

Doublesoul is a colorful sock brand founded by Ben Rosenbaum and Allison Strumeyer. The company appeared in the Shark Tank Season 17 premiere and secured an on-air deal with Kendra Scott for $500,000 in exchange for 10% equity.

Product Snapshot

Item	Details
Product	Doublesoul
Founder(s)	Ben Rosenbaum and Allison Strumeyer
Episode	Shark Tank Season 17, Episode 1
Air date	Sept. 24, 2025
Category	Apparel, socks, sustainable fashion basics
Shark Tank deal	$500,000 for 10% with Kendra Scott
Website / where to buy	Doublesoul Shark Tank collection

What Is Doublesoul?

Doublesoul is an everyday sock brand that tries to make a basic item feel more personal, comfortable, and stylish. The company sells socks in different heights, colors, packs, and collaborations, including low, quarter, high, ultralow, and ultrahigh styles.

The brand focuses on three ideas: comfort, self-expression, and sustainability. On its official website, Doublesoul says its socks use organic cotton, Global Recycle Standard-certified recycled materials, and OEKO-TEX earth-safe dyes. The company also ships in recycled packaging.

The comfort features matter because socks are usually a low-attention purchase. Doublesoul adds details that people expect from better everyday socks, including:

• Seamless toe caps
• Ultra-cushioned soles
• Breathable tops
• No-slip ribbing
• Arch support
• Heel tabs on some styles
• Gender-neutral sizing

In plain terms, Doublesoul is for shoppers who do not want to choose between boring bulk socks and novelty socks that look fun but feel cheap. The brand positions itself in the middle: expressive socks that still work as comfortable daily basics.

“Buying socks felt like a major compromise.”

Who Founded Doublesoul?

Ben Rosenbaum and Allison Strumeyer founded Doublesoul as a husband-and-wife team. During the pitch, Rosenbaum said the brand officially launched in 2022. He also explained that he co-founded the company with Allison after they met at the University of Pennsylvania.

Their business backgrounds also helped shape Doublesoul. Rosenbaum brought private equity experience, while Strumeyer had experience in finance and operations. In the pitch, Rosenbaum described Allison as the company’s CEO.

Pete Davidson is not one of the original founders, but he became a major part of the brand story. He joined Doublesoul as a creative director and equity partner after connecting with the founders and becoming a real fan of the socks.

Davidson explained his interest in the brand during the pitch:

“I wanted to be involved immediately.”

That partnership gave Doublesoul a cultural edge. Instead of only selling socks as a comfort product, the company could connect the product to style, humor, celebrity, and personal expression.

What Happened on Shark Tank?

Doublesoul appeared in Shark Tank Season 17, Episode 1, which aired on Sept. 24, 2025. The episode also featured Z-Coil, Pelagion, and Dad Strength Brewing.

Ben Rosenbaum entered the Tank with Pete Davidson, which immediately made the pitch feel different from a typical apparel segment. Davidson’s presence gave the company instant attention, but the pitch still had to prove that Doublesoul was more than a celebrity-backed sock brand.

By the time Doublesoul entered the Tank, the company had sold more than 600,000 pairs across America. The founders asked for $500,000 for 4% equity, which implied a $12.5 million valuation. That valuation became one of the main pressure points in the pitch.

The numbers helped explain why the founders were confident. Rosenbaum said Doublesoul had $5.2 million in lifetime sales. He said sales grew from $360,000 in 2022 to $1.7 million the following year, then $2.3 million last year. He also said the company was on track for $7.5 million in the current year.

Rosenbaum also gave the Sharks more detail about the unit economics. Doublesoul was 95% online and direct-to-consumer, he said. The socks cost about $1.20 to produce and sold for about $11 on average, with prices ranging from $9 to $20. He also described an 89% gross product margin. Those figures came from the company’s pitch.

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The Sharks focused on the same questions they often ask fast-growing consumer brands:

• Can the company justify the valuation?
• Are the margins strong enough?
• Can the brand grow beyond its early audience?
• Does Pete Davidson’s involvement create durable brand value?
• Can Doublesoul compete in a crowded sock market?

Those questions made sense. Socks are easy to understand, but the category includes mass-market basics, athletic socks, fashion socks, and mission-driven brands such as Bombas. Doublesoul needed to show that its combination of design, comfort, materials, collaborations, and customer demand could create a defensible brand.

Did Doublesoul Get a Deal?

Yes. Doublesoul got an on-air Shark Tank deal with Kendra Scott for $500,000 in exchange for 10% equity.

The original ask was $500,000 for 4%, so Kendra’s offer reduced the implied valuation from $12.5 million to $5 million.

Kevin O’Leary and Rashaun Williams also discussed an offer that included a royalty structure. Ben Rosenbaum rejected that path and chose Kendra Scott’s equity offer after speaking with Allison Strumeyer.

Kendra Scott was a logical Shark for this deal. Her own brand experience sits close to the world Doublesoul wants to build: style, retail, gifting, customer loyalty, and emotional product branding. For a sock company trying to grow through design, collaborations, and a strong consumer identity, her experience may matter as much as the capital.

Kendra made that value clear when she defended her offer:

“You’re not just getting the money. You’re getting me.”

As of this update, we found confirmation of the on-air deal, but we did not find direct proof that the deal closed after filming. For that reason, the most accurate wording is that Doublesoul “secured an on-air deal” with Kendra Scott.

Where Can You Buy Doublesoul Socks?

The best place to buy Doublesoul socks is the brand’s official site. Doublesoul currently has a Seen on Shark Tank collection with adult socks, multipacks, Pete Davidson styles, and baby or toddler options.

As of May 18, 2026, the official Shark Tank collection showed products such as:

• Adult low, quarter, high, ultralow, and ultrahigh socks
• Three-packs and six-packs
• Pete Davidson sock packs
• Baby sock packs
• Toddler grip sock packs

Prices vary by style and pack. A single High Sock product page listed the price at $11, while multipacks in the Shark Tank collection ranged from around $18 for baby socks to around $79 for larger adult packs.

Urban Outfitters has also carried Doublesoul socks. However, availability can change by listing and region, and some products may sell out.

Before buying, check the current shipping terms at checkout. Doublesoul’s site has shown free-shipping messaging, but the threshold can vary by page or promotion.

Is Doublesoul Still in Business?

Yes. Doublesoul is still in business as of May 18, 2026.

The official website has active product pages, a Shark Tank collection, baby and toddler categories, and current contact information. The company also appears to have expanded its product line after Shark Tank.

A major post-show update came in April 2026, when Vanity Fair reported that Doublesoul had sold more than 1.5 million pairs to date and projected roughly $15 million in sales for 2026.

That update suggests the Shark Tank appearance did not end the brand story. Instead, Doublesoul continued to lean into product expansion, celebrity-led creative direction, and a broader family basics category.

Why Viewers Are Interested in Doublesoul

Doublesoul attracts attention because it makes a simple product feel more interesting. Socks are not hard to understand, so viewers can quickly judge whether they would buy them. At the same time, Doublesoul adds enough brand layers to make the pitch feel bigger than one apparel item.

The main viewer-interest angles are clear:

• The product solves a common frustration: socks that are either comfortable but boring or fun but poorly made.
• The designs make the product giftable and easy to share on social media.
• The materials give the brand a sustainability angle without making the product feel overly technical.
• The Pete Davidson connection gives the company entertainment value and press appeal.
• The Kendra Scott deal gives the brand extra retail and consumer-brand credibility.

Doublesoul is most likely to appeal to shoppers who care about soft socks, expressive designs, influencer-style collaborations, and better everyday basics. It may be less appealing to shoppers who only want the cheapest possible multipack or a specialized athletic sock for running, hiking, or performance training.

Business Lessons From the Pitch

Doublesoul’s Shark Tank pitch offers several useful lessons for founders.

First, a boring category can still create a strong brand. Socks are a mature product, but that does not mean the category has no room for innovation. Doublesoul found a gap between practical socks and personality-driven socks. That gap gave the founders a clear story.

Second, product details still matter. The celebrity angle got attention, but the Sharks also needed to hear about materials, comfort, sales, margins, channels, and repeat purchase potential. A famous creative director can open the door, but the business still has to work.

Third, valuation tells investors what kind of proof they should expect. A $12.5 million valuation for a sock company asks the Sharks to believe in fast growth, brand power, strong margins, and a path to scale. When Kendra Scott moved the deal to 10% for the same $500,000, she showed that she liked the company but wanted a more investor-friendly price.

Fourth, the right Shark can matter more than the highest valuation. The pitch framed two different investor paths. Kevin O’Leary and Rashaun Williams pushed a structure built around downside protection and royalty payback. Kendra Scott pushed a simpler equity deal and argued that her retail network, 152 stores, collaboration opportunities, and category experience could help Doublesoul scale. For Doublesoul, those strengths matched the company’s next stage better than a royalty-heavy offer.

Finally, cultural relevance can become a growth engine when the product can support it. Doublesoul did not only attach Pete Davidson to an unrelated item. The brand used his style, humor, and public persona to support a product category where self-expression matters.

Similar Shark Tank Season 17 Products

Readers interested in Doublesoul may also want to explore other Shark Tank Season 17 products:

• Z-Coil: Same episode and another comfort-focused product related to feet and walking.
• Pelagion: Same episode, but a no-deal product with a much more complex hardware challenge.
• Dad Strength Brewing: Same episode and another consumer brand that used clear positioning to stand out.
• Alchemize Fightwear: Another apparel product built around fit, identity, and a specific underserved user.
• Glimmer Wish: A clean beauty product for kids that also secured a Kendra Scott deal.
• Crowned Skin: Another brand-led consumer product with a strong style and self-care angle.

These links help place Doublesoul inside the larger Season 17 pattern: consumer products with clear identity, visible demand, and a story that the Sharks could understand quickly.

Final Take

Doublesoul stood out on Shark Tank because it turned socks into a brand story. The company had comfort features, more sustainable materials, colorful designs, real sales, and the added attention of Pete Davidson’s creative role.

The Kendra Scott deal made sense because Doublesoul needs more than money to scale. It needs brand discipline, retail judgment, collaboration strategy, and a clear path from viral interest to repeat customers. If the company can keep that balance, Doublesoul could become one of the more interesting consumer-product stories from Shark Tank Season 17.

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