Littlemismatched.com : I came across this PurpleCow a year back when they were in a beta stage. It was definitely an wacky edgy concept tht 4 people were trying to push. Forward it to July 2006, they have exploded the market with great success

A little about them :

The fledgling company sells socks that do not match, in a variety of colors and patterns. To ensure that every sock has its independence, they come exclusively in odd numbered packs of three and seven.

“The missing sock is never going to go away,” said Arielle Eckstut, one of the company’s founders. “This is a way to really have fun with a real-world problem: that people lose their socks … Let’s embrace the problem, and run with it.”

Conceived of in 2003, LittleMissMatched has exploded in the past year. Today, more than 600,000 of its socks can be found in more than 600 stores, according to the company’s three founders. One of them, Jonah Staw, has told National Public Radio that LittleMissMatched could soon be worth $100 million.