Annie and Linnéa Wennergren are twin sisters who run a well-known sports brand in functional socks – Gococo sportswear. With entrepreneurship in their blood, raised in an entrepreneurial family in the textile industry, it wasn’t a long step to starting their own business. The drive, focus and winning instinct were already there as Annie and Linnéa are professional elite sailors.

How did the sisters choose to focus on functional socks – and what drives Gococo to constantly work forward with the development of the most sustainable socks on the market?

Entrepreneurial family in the textile industry

Since the Wennergren sisters grew up in a family in the textile industry, they learned all about fabrics and functional materials at a young age. In addition, they have always been active people who enjoy being outdoors in nature. They often spend cold and windy days outdoors, whether at the seaside, in the forest or on the ski slopes. They therefore know that high-quality training clothing is required for tougher outdoor sports.

– We train a lot and are very cold at the same time – so we know how important it is to have good socks on both the running track and the ski slope. We had heard about fibers, fabrics and production at the dinner table since we were little. It was simply in our blood and we had an understanding of how the industry is structured from a young age.

Combining career as an elite sailor with Gococo

Annie and Linnéa are part-time professional sailors, which means they train and compete regularly, with competitions around the world. In order to continue to focus on sailing, it was a natural choice to start their own business, which made it easier to combine work and sailing. What could be better than starting your own business in the textile industry - like their parents.

Through our parents' company, we came into contact with 37.5 Technology, the technology we use in our socks, and realized how perfectly it fits functional socks, Annie and Linnéa say.

The Wennergren sisters simply started the business, ordered the first 1000 pairs of socks, and that's it! The name Gococo comes from the technology they use in the socks, which was previously called Cocona. Originally, the 37.5 yarn was made from activated carbon from coconut shells. A rebranding was done and today sand from volcanic rock is used instead.

Annie and Linnéa also wanted a name that would work internationally, and not contain too much x or extreme. The name Gococo seems to be a hit and no one will forget it in the first place – even if they sometimes have to repeat the name when talking on the phone.

– The name Gococo seems to be catching on, though! Many people remember it, say the sisters.

Family spirit with the same supplier since the start

For Annie and Linnéa, it is important to have a good insight into, and work in close collaboration with, the production. They often visit the factory in Portugal and know everyone who works there. The socks have had the same supplier since the start in 2010. Gococo and the supplier have been together through each other's ups and downs and the sisters describe the relationship with the factory in Portugal as secure, with genuine concern for each other.

All socks are produced in Europe, but the accessories are made in a family-owned factory in Sri Lanka, in their father's own factory outside Colombo.

– It's a small factory where the same seamstresses have been there since the start about 20 years ago! It's really fun to come there for a visit and meet all the seamstresses - they've followed us through the years just like we've followed them. They're just as curious about us as we are about them, Annie and Linnéa say.

Sustainability and environmental awareness at all levels

Gococo has had the goal since day one to design and manufacture socks that are as sustainable as possible – as sustainable as they could as a small company. The process of producing environmentally friendly and sustainable products is important – such as producing in Europe. It is a conscious choice to be close to the market and reduce transportation.

“It is important for us to have production in Europe, close to our home market”

Annie and Linnéa are constantly working on developing the products. They strive to become as environmentally friendly and sustainable a company as possible - to create high-quality, long-lasting sports socks.

Some of the points Gococo has already introduced are:

• The majority of production takes place in Europe.

• Uses as little packaging material as possible to reduce the amount of plastic.

• The 37.5® Technology yarn is completely free of chemical surface treatments.

• Polyester contains a unique additive that makes it break down in the same way as natural fibers such as wool and cotton.

• All materials are Öko-tex certified .

• The factories comply with their respective countries' environmental and work environment laws.

• The paper in the packaging is FSC certified and all plastic tape has been replaced with paper tape.

• Uses bags that are climate-compensated and made of recycled plastic for the consumer.

• Reuses all corrugated boxes when delivering to retailers.
  

High demands on function and durability

It's interesting to see how Gococo manages to combine functional and durable socks that are also stylish. A Gococo sock is known for being as colorful and aesthetically pleasing as it is functional. The Wennergren sisters admit that it was a challenge.

– Function versus the durability of the thread has definitely been the most difficult thing. It is not easy to create a sock with great breathability while the thread is also able to withstand heavy wear. If we had wanted to, we could have made the sock entirely out of nylon, as many competitors do, and had a more durable sock, but one that would have been less functional.

This has definitely been the biggest challenge in production. They have many customers with high demands on the socks, such as athletes in various sports: ultramarathon runners, North Pole adventurers and swimrun athletes. The socks simply have to withstand varying physical challenges and weather conditions.

“Our goal is to deliver the best and most comfortable sports socks!”

Many people think that designing and producing sports socks is easy, but it's just the opposite, Annie and Linnéa say. Complex machines are required, thread strength can vary from batch to batch, the yarn can twist - plus many other factors that can affect the end result.

Products made from nylon waste and volcanic rock

Two of Gococo's products contain ECONYL® nylon thread, which is a recycled thread made from nylon waste from landfills and the ocean. The waste is cleaned and converted into new thread – this way you reduce emissions by 90% compared to a new thread! Annie and Linnéa want to introduce ECONYL® thread into more products. Gococo is working to achieve the perfect combination of thread strength, durability and function required to create the perfect functional sock.

37.5® Technology is the high-tech material which is used in Gococo's socks and prevents chafing and is extremely quick-drying. 37.5® Technology gets its function from nature, and is made from sand from volcanic rock. Thanks to the technology, you can create a yarn that is also biodegradable and can break down as quickly as 3.5 years in the right environment!

Gococo aims to be the best in sustainability

Is it possible to develop the products further – to design and produce a range of functional socks that are 100% environmentally friendly and sustainable ?

– Absolutely - and we have come a long way! The biggest challenge is to produce sustainable yarns that are durable and functional at the same time, but we are positive about the future! There is so much happening and the industry is constantly developing for the better, Annie and Linnéa express with confidence.

They are constantly looking for new materials and testing different innovations to find new solutions. Being at the forefront of environmental and sustainability is a matter of course, as is working on further developing design and production.

– Sustainability in the form of quality, raw materials, production and working conditions is and will always be a priority for us at Gococo.

These perfectly summarizing words round off the interview with Annie and Linnéa – founders and owners of Gococo sportswear.