ByG -was founded in 2024 after a year of development — between ski races, lost luggage, cow chases, and a search for socks that didn’t suck. It’s based in a small mountain town called Hemsedal.

I wanted socks that looked cool, felt amazing, and didn’t fall apart after one enthusiastic cartwheel. Shockingly hard to find. So I spent a year developing my own. Because clearly, that was the only logical option.

ByGs mission? Make socks that last. Like, really last. Not just through laundry day, but through spontaneous dance battles, rogue hiking trips, and whatever else life throws at your feet. ByG was created with one wild goal: to craft socks so good, your grandkids might inherit them (gross, but eco-friendly). We’re not here to feed the monstrous fashion waste machine. Professional sports taught me that things can always get better. 

ByG is all about play—unapologetic, joyful, jump-in-the-river kind of play. There’s no age limit on having fun. Kick a soccer ball. Slide down a grassy hill on a trash can lid. Chase cows — do what makes you grin like an idiot. Or just sip something cold in the sun and vibe. That counts too.

This is ByG. Serious about socks. Never about taking life too seriously.