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Vol. II — No. 184Remarkable People · Exceptional CompaniesToday's Edition

no-show-socks

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Legend
Daniel Shim and the value of staying put
Founder · Operator · Executive

Daniel Shim and the value of staying put

He left J.P. Morgan with a joke about becoming a sock broker. Seven years later, Daniel Shim is taking ONDO from the socks nobody sees to the race kits everyone watches.

daniel-shim · ondoRead →
Legend
Harriet Lee
Operator · Creator · Designer

Harriet Lee

Harriet Lee is a New York-based marketing leader at ONDO, the direct-to-consumer apparel brand known for its no-slip, no-show socks made from Woolmark-certified Australian merino wool and organic cotton. She describes her work as 'data-driven brand innovation,' pairing a creative fashion background from 3.1 Phillip Lim with the analytics-first playbook of a Shopify-native e-commerce brand. She helps ONDO turn a mundane product - socks - into a category built on a no-slip guarantee, sustainability, and a loyal 20,000-plus five-star review community.

harriet-lee · ondoRead →