The brainchild of Gemma Shane and Savannah Baker, Pum Pum Socks is a line devoted entirely to socks. While the term “Pum Pum” is a derogatory word in some places for a woman’s genitalia, Shane and Baker’s goal is to create empowerment with their branding, explaining:
“We aim to take back the word as a non-derogatory expression that can be fun and tongue-in-cheek,” Ms Shane said. “We aim to empower women and our goal is to build a world where female attributes are not referred to in derogatory ways.”
Stocked in cool boutiques like Vfiles, the line’s aesthetic is rooted in the Caribbean roots of Shane and Baker and oozes a pro-female vibe we of course give a thumbs up to. The Bermuda collection launch film is directed by Lara D. Smith . Enjoy! More info on Pum Pum here:
