DeFeet Restructures Manufacturing Operations

October 29, 2025

Staying local in the age of Ai and augmented reality.

Hickory, NC, October 29, 2025 /ENDURANCE SPORTSWIRE/ – DeFeet announces a shift in manufacturing operations bridging the brand into a premier echelon of local knitting technology companies. The move strengthens DeFeet’s ability to respond to changing markets and new generations of customers while adopting the highest end knitting technology.

“DeFeet has been a fully vertical company for 33 years”, says founder Shane Cooper. “Now we’re responding to the crosswinds blowing across domestic manufacturing. These include an aging work force trying to transfer knowledge to a smaller generation behind them. This all comes at a time of great technological change, including in software and the machinery itself.”

DeFeet is beginning to source certain manufacturing tasks locally, partnering with leading experts in knitting technology. “We have chosen partners locally with the focus, tooling and skills necessary to keep DeFeet products evolving at the pinnacle of cycling performance and our markets, globally.” says Cooper, adding “This includes access to the latest knitting machinery and skills in Ai and augmented reality to be able to train and refresh modern workers. Ai and augmented reality have arrived and are required at the base manufacturing level.”

While the move is only three miles from where DeFeet has been knitting since 1992, the location is closer – only two miles – from the new DeFeet Clubhouse in downtown Hickory, NC. DeFeet moved sales and marketing to the Clubhouse location in 2023.

Staying local, the move is still significant. “The changes we’ve needed to adjust to over the last 33 years are unbelievable, but we’ve always faced them through a strategic and positive lens, like being in a race.” Cooper adds “Since Covid, crosswinds in the cycling industry have been quite fierce at times. Joining with other local companies to create a faster, more powerful business environment for the continued evolution of knitting technology in our area, that’s just another echelon for us.”

DeFeet continues to use locally sourced yarn and fiber. All DeFeet socks, accessories and custom operations remain unchanged other than minimum orders in knit custom now starting at 10doz. Custom EVO Print models have no minimum, with wholesale pricing at just 60 pairs.

For more information contact Shane Cooper at scoop@defeet.com