Jock Socks

In a nutshell… 

• Ambition alone isn’t enough. A clear strategy and insight are needed to make a successful business. 
• Working with a mentor can help develop confidence and take the guesswork out of growing a business. 

When Joe Wilkinson launched Jock Socks Ltd, he knew he was on to something different. These weren’t your average socks, they were a bold blend of comfort, performance and ethical sourcing, created with active lifestyles and conscious choices in mind. 

“I’ve always been obsessed with comfort,” says Joe, founder of Jock Socks. “But I also wanted to create something that wasn’t just another throwaway fashion item. Jock Socks had to be functional, stylish, and kind to the planet.” 

With his Start Up Loan secured, Joe was full of ambition but needed some further help to grow his business. 

“I had the product, I had the vision, but I needed further help developing my proposition beyond the business plan and taking concrete steps,” he says. “Part of my problem was marketing and really getting to grips with who my ideal customer was and why they’d buy from my business.”  

Enter Post Loan Support, a free business mentoring service offered to Start Up Loan recipients by the British Business Bank, delivered by UMi and Newable. Joe signed up and was matched with experienced business mentor Maria Anubi, who helped him take the guesswork out of growing his business. 

“Maria helped me slow down and look at the bigger picture,” Joe explains. “We worked on developing actions from my business plan together, really drilling into who my customers are, what makes the product unique, and how I could position it better.” 

With regular 1:1 sessions, Maria supported Joe in shaping a clear, focused business strategy. Rather than relying on instinct alone, Joe now had the tools and insight to make smart, confident decisions about the future of Jock Socks. 

“Post Loan Support didn’t just boost my knowledge, it boosted my confidence,” Joe says. “I stopped second-guessing everything and started thinking like a business owner.” 

The results speak for themselves. With a sharper sense of direction and a stronger brand identity, Joe expanded the product line; introducing custom-printed T-shirts and towels tailored to sports clubs and gyms, perfect for impulse purchases at the till. 

“That one decision to speak to a mentor has opened doors I wouldn’t have thought of myself,” he says. “I’m not just selling socks anymore. I’m building a brand that fits into people’s active lives.” 

Inspired by Joe’s journey? 

If you’ve received a Start Up Loan, you could be eligible for free expert mentoring through the Post Loan Support programme. Whether you need help with strategy, branding, or business planning – there’s support waiting for you.