Poppi Co-Founder Bets Big on Doublesoul to Revolutionize Socks

Allison Ellsworth, co-founder of Poppi, has invested a six-figure sum in sock brand Doublesoul. The move follows her previous success in disrupting the beverage market with her own company. She sees potential in Doublesoul to turn everyday socks into a sought-after brand. Ellsworth first met Doublesoul founders Ben Rosenbaum and Allison Strumeyer in 2021 at a Poppi event. Her investment will fund product innovation, brand building, and retail expansion. She will also join the company as an adviser, focusing on marketing, partnerships, and growth.

Doublesoul has already attracted high-profile backers. In 2024, Pete Davidson invested $1 million for a 10% stake and became creative director. Earlier, Kendra Scott offered $500,000 for 10% equity on Shark Tank. Ellsworth’s investment is separate from her guest appearance on the show.

The brand aims to shift consumer perception of socks from a basic purchase to a desirable product. Ellsworth believes Doublesoul can replicate Poppi’s success in disrupting a large, everyday category. Ellsworth’s funds will support Doublesoul’s expansion and marketing efforts. Her advisory role will help shape the brand’s strategy and consumer growth. The investment strengthens the company’s position in a competitive market.