Stance, an apparel innovator that turned socks into fashion pieces, has found new ownership.
New York-based operator Marquee Brands, whose portfolio includes Martha Stewart, Sur La Table, Ben Sherman and Body Glove, has added the firm to its collection of lifestyle brands as of November.
As part of the deal, Stance’s operations are being handed over to New York-based distributor United Legwear & Apparel Co. (ULAC), a global licensee that Marquee has tapped to oversee design, development, retail and e-commerce across all markets except China. ULAC will focus on Stance’s core product segments of socks and underwear.
Although the value of the deal was undisclosed, Marquee said the Stance acquisition brings the total retail sales of its portfolio to $4.5 billion.
Stance was co-founded in 2009 by Jeff Kearl, John Wilson, Aaron Hennings, Taylor Shupe, and Ryan Kingman, who used fabric innovation to position its socks as a form of personal expression. The brand’s products have expanded to activewear, athleisure and footwear.
At one point, the San Clemente-based company was reported to reach well over $100 million in annual sales.
“We are thrilled to welcome Stance into the portfolio as an established cultural touchpoint known for bold design, creativity and collaborations with athletes, musicians and artists,” Marquee Chief Executive Heath Golden said in a Nov. 19 statement.
Marquee took note of Stance’s portfolio of partnerships with sports and entertainment entities such as the NBA, MLB, Warner Bros. and Disney. Golden noted in a Shop Eat Surf article that these collaborations gave the brand “relevance and credibility.”
The brand management firm also stated that Stance has been “recognized for redefining the sock category.”
“Together we see an opportunity to build global scale, accelerate category expansion and advance our shared strategy of investing in high-equity brands with enduring consumer relevance,” Golden said.
Namesake Stores Close
With Stance switching to a license model, Marquee has moved quickly to close Stance’s namesake stores, including locations at the Irvine Spectrum Center and Outlets in San Clemente.
As of press time, the only brick-and-mortar Stance location that remained open was a store at Disney Springs in Florida.
Golden told Shop Eat Surf that Marquee Brands will take the lead in structuring Stance’s marketing, calling Marquee “a global brand accelerator.”
The acquisition marks yet another local apparel brand purchased by a New York management firm and moved to a licensing model. Authentic Brands Group most recently made a splash in 2023 when it bought the brand portfolio of Boardriders and then two years later, gave the group of surf and skate brands such as Quiksilver and RVCA to various licensees who set up local offices in OC.
It’s unclear whether Stance will remain headquartered in Orange County.
Stance had in the past drawn interest from Silicon Valley, raising more than $116 million in 2016 from firms such as Kleiner Perkins Caufield & Byers, August Capital and Shasta Ventures.
Founders: Where are They Now
Stance co-founder Taylor Shupe went on to found a knitting manufacturer called FutureStitch, also headquartered in San Clemente, right before leaving the sock brand in 2018. He was previously its chief product officer.
Shupe told the Business Journal earlier this year that he tried to buy back Stance from the previous owners last year, but his proposal was rejected. He is instead working on a new retail venture called Seconds that will use reclaimed and repurposed materials to manufacture apparel and accessories.
Shupe won a Business Journal Innovator of the Year Award for his manufacturing venture in 2024. FutureStitch had a longstanding partnership with Stance before the acquisition by Marquee Brands and had launched a sock-shoe hybrid product together.
Jeff Kearl served as chief executive at Stance until 2020 and chairman until 2024. He is currently a general partner at Pelion Venture Partners.
Kearl was succeeded by John Wilson until an executive from Vans, David Tichiaz, was named the new CEO last year.
Ryan Kingman was chief marketing officer for six years through 2015. He is currently the brand and marketing advisor at a venture and incubation company, Drip Mfg.
Aaron Hennings was the chief brand officer at Stance until this year—none of the co-founders are still with the company, according to Shupe.
