In 2017, Mia Ehrnrooth embarked on a quest for the elusive “perfect sock” – a sock that could merge high-quality design with high-fashion appeal, while delivering enduring comfort. Unhappy with the offerings in the market, she searched tirelessly, driven by the desire for a sock that wouldn’t lose its form or comfort after a single wear. Her goal was simple: to find a premium sock that was accessible at an affordable price point. But despite combing through countless stores and scouring shelves everywhere, she found that the sock she dreamed of simply didn’t exist. With a resolute vision, Mia decided it was time to “aim” higher. She founded AIM by Mia, a brand designed to embody her ideals of quality, durability, elegance and she enlisted SNASK to cultivate the brand’s unique identity and draw the cult following she envisioned.

AIM by Mia emerged as a unisex sock brand, crafted to be a perfect fit for every moment, whether ordinary or extraordinary. To communicate this unique positioning, SNASK took charge, creating edgy lifestyle photography and original animations that would launch the brand with a fresh, whimsical flair. A series of quirky, sensory-infused props – ranging from vibrant flowers to unexpected elements like feathers and dynamite – were incorporated into the visuals, each telling a playful and memorable story.

At the heart of this brand narrative was Mia herself. To encapsulate her ambition and drive, SNASK positioned her as the protagonist in a series of modern folktales, each one crafted to capture her visionary journey and the personal significance she attaches to AIM by Mia. Among the standout concepts was a high-energy “sock tug-of-war” shoot, in which the team embraced Mia’s vision with gusto, donning sweatbands and committing wholeheartedly to the task. This sequence highlighted the spirited and playful essence of AIM by Mia, as well as the dedication that underpins each creative effort surrounding the brand.

Together, AIM by Mia and SNASK have cultivated a dynamic, modern aesthetic that speaks to the brand’s mission: to finally answer the question, “Does the perfect sock exist?” Through meticulous attention to quality, design and narrative, AIM by Mia has emerged as more than just a sock brand – it is a declaration of the power of persistence, ambition and the courage to fill a gap in the market with something truly exceptional.