LOVELESS is a shoe company.
But… it’s going to take a minute.
Wanting to do what we wanna do, the way and where we wanna do it, is not uncomplicated. So… in the meantime, while we continue to put the necessary building blocks in place, we’ll be rolling out a small assortment of other things.
The drops will be monthly, and the what, how, why, and with whom we choose to partner, will be in lockstep with how we intend to make shoes. Uncompromising and unapologetic.
Anything brought to you by LOVELESS will be special - that’s our guiding light. If it ain’t - it ain’t for us, by us.
The goal is that you’ll love what we do so much… everything else… you’ll love… just a lil’ bit less.
LOVE LESS.
Drop #1 – August 2025
2025 LOGO CASHMERINO SOCK (aka – Love Less Ordinary Socks, Sock)
Last time around, under a name that shall not be named, we made athletic cotton crews exclusively, in the US of A. They were cool. Hell, they were all I wore for a few years. But the LL project is something a lil’ different. We intend to not only make cool shit, but experiment with the help of local production partners to push creative boundaries and always land somewhere just a lil’ more special. Just a lil’ more… elevated.
It's hard to adequately put into words the path travelled from where we started to where we landed. From walking onto the factory floor, here in Toronto, for the first time back in mid-May to the final prototype we all slipped-on and unanimously green lit, other than it was an exercise in… “more.”
More local.
More cashmere.
More buttery.
More slouchy (but not too slouchy).
More threads per inch.
More comfy.
More… perfect.
We weren’t happy ‘till we were happy, and weren’t exactly sure what that was going to look and feel like, ‘till we got there.
They're a lil' pricier than previous sock drops, but... worth it. 'Cause to spin deadstock Cashmerino yarn into a sock this way, in this town, for these lucky few… this is what this costs.
I also know aesthetically, they’re a slight departure from where we’d last left off. This isn’t the first time we’ve shed skins, and it won’t be the last. It was time to slightly reimagine what feels right. These felt right. These feel… like the beginning of something special.
LOVELESS is a shoe company, and… we just made our very first pair of socks.
Hope you love ‘em.
Joshua
The Loveless Boot Company