Momentum brought the story of this emerging merino sock brand to the masses, with consistent message-pull through of Darn Tough’s brand pillars: Comfort, Durability, and Fit, and Made in Vermont with a Lifetime Guarantee. Beyond the product story for multiple categories from technical hiking to cycling and lifestyle, Momentum brought the people and the mill forward, landing business and brand stories in The Boston Globe and Inc. Magazine. Because people are the business, Momentum was able to shine a light on a mill that has employed Vermont locals for three generations, making socks with an unwavering commitment to quality, from a brand that believes it “has yet to make its best sock”.