# ONDO

> ONDO is a New York-based direct-to-consumer apparel brand that reinvented the no-show sock. Founded by former JP Morgan banker Daniel Shim in 2020, ONDO uses a patented, cut-and-sewn silicone grip strip - rather than the usual rubber dots - to keep low-cut socks from slipping off. Built on Woolmark-certified Australian merino wool and certified organic cotton, the brand backs every pair with a No Slip Guarantee and has grown to more than 20,000 five-star reviews while expanding into headbands, compression crew socks, and other everyday essentials.

- **Founded:** 2020
- **Headquarters:** New York, United States
- **Founders:** Daniel Shim (Founder & CEO)
- **Team size:** ~50-59 employees
- **Products:** Merino Wool No Show Socks, Organic Cotton No Show Socks, Low-Cut No Show Socks, Contour Compression Crew Socks, Merino Wool Headbands & Baseball Cap
- **Notable:** Reinvented the no-show sock with a patented, cut-and-sewn silicone grip strip, Only sock brand in America to offer a No Slip Guarantee, Accumulated more than 20,000 five-star customer reviews

## Products & services

- **Merino Wool No Show Socks** — No-show socks made from 67% Woolmark-certified Australian merino wool with a cut-and-sewn silicone grip, double-layered toe, and temperature regulation. Sold in 4, 8, and 12-packs.
- **Organic Cotton No Show Socks** — Certified organic cotton no-show socks blended with Aerolight and Aqua-X nylon for moisture-wicking and durability, available in 10 colors.
- **Low-Cut No Show Socks** — A slightly higher-cut version of the no-show sock for more coverage, offered across seven colors.
- **Contour Compression Crew Socks** — Longer crew-length socks with contour compression for support and everyday wear.
- **Merino Wool Headbands & Baseball Cap** — Merino wool accessories including no-slip headbands and a merino baseball cap, extending ONDO's fabric and grip expertise beyond socks.
- **Yoga / Pilates No Show Socks** — Grip socks tailored to yoga and Pilates use.
- **Mesh Delicates Laundry Bags** — Sock-shaped mesh laundry bags, originally launched as a limited-edition holiday accessory.

## Achievements

- Reinvented the no-show sock with a patented, cut-and-sewn silicone grip strip
- Only sock brand in America to offer a No Slip Guarantee
- Accumulated more than 20,000 five-star customer reviews
- Reached $100K in revenue by its second month of operation
- Featured in Harper's Bazaar, Cosmopolitan, GQ, Oprah Daily, and Real Simple
- Expanded international shipping to 33+ countries across Europe, Asia-Pacific, and the Middle East

## Latest updates

- **2023** — Launched Contour Compression Crew Socks and yoga/Pilates grip socks, expanding beyond no-show styles.
- **2022-12** — Closed a $2M Seed round.
- **2022** — Introduced merino wool headbands, a merino baseball cap, and limited-edition sock-shaped laundry bags.

## Links

- Website: https://ondo.com
- LinkedIn: http://www.linkedin.com/company/ondonewyork
- Instagram: https://www.instagram.com/ondo
- Facebook: https://www.facebook.com/ondonewyork

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Profile page: https://yespress.io/ondo
Published by YesPress — https://yespress.io
Last updated: 2026-07-26