Survey reveals 28 million orphaned socks

New Zealanders are sitting on a staggering 28 million single, unmatched socks, according to new research commissioned by heritage Kiwi-made sock brand Norsewear, and we are surprisingly patient when it comes to reuniting them.

The Great Kiwi Sock Survey, conducted by independent research agency Snapshot, surveyed hundreds of quality sock buyers nationwide to uncover what's really going on the sock drawers and sports totes of New Zealanders.

The results paint a picture of a nation hopefully hoarding hosiery.

On average, Kiwis are holding onto 6.3 single socks each, or 13.7 per household, with no obvious match in sight.

Extrapolated across the country, that adds up to an estimated 28 million single socks.

And many of us have little idea where our missing socks actually go.

Forty percent believe they are lost in laundry transit, or are ‘eaten’ by the washing machine.

Meanwhile, about a third of us think they’re stashed under beds or behind furniture, a small percentage blame school and gym bags, and 29% claim to have absolutely no idea where their singleton socks have gone.

Rather than being thrown out straight away, most orphaned socks are given a fighting chance of a reunion.

Thirty-seven percent go straight back into the sock drawer ‘like nothing's wrong’, according to the research, and the same number into a dedicated place like a basket or bag.

And Kiwis are a patient bunch – two thirds of us will hold onto a single sock for over a month, hopeful that its partner will reemerge. Eighteen percent keep the solo sock indefinitely.

Norsewear Managing Director Tim Deane says the survey, while a bit of fun, uncovered some surprising insights.

“Socks disappear, and Kiwis have made peace with it. In fact, we've built entire rituals around it! I love that so many New Zealanders have shared the bare truth about their secret sock stashes and hopeful solo sock drawers,” he says.

“What this research really tells us is that a good sock is worth holding onto, even when it's lost its other half, and that we don’t give up on family.

“Norsewear will keep manufacturing the very best, built-to-last New Zealand woollen socks, right here in Hawke’s Bay, so no matter which sock survives the wash, it can keep doing its job.”