The world has a plethora of mysteries, which have been intriguing people for centuries. One of them—loss of one sock from a pair—has been recently solved by GE (General Electric), one of the leaders in the domestic and home kitchen appliances industry, in the tongue-in-cheek campaign launched on www.sockloss.com website to support people whose socks just vanished and give them recommendations on how to stop the tendency.
The project, which finds out why those socks go missing, is ‘backed’ by the Laundered and Orphaned Sock Society which ‘was founded in 1965’ to investigate the phenomenon of socks loss and address it. “Every year, tens of millions of socks mysteriously disappear. The phenomenon creates social, economic and personal psychological problems that create an untold burden on society. Everyone seems to have a theory as to why one sock in a nicely matched pair often goes missing. The Laundered and Orphaned Sock Society (L.O.S.S) was formed to dispel junk science and wives’ tales, and find the real cause of ‘sock loss,’” explains the recently launched online destination.
The answer to the question why sometimes we lose our socks might seem quite shocking: they simple run away because of their masters’ ruthless laundry equipment—they just feel mistreated with overdrying, load overcrowding, detergent overdose, ironing, sock puppetry and other abuses they experience. Still, the situation can be improved—for this, people are expected to switch to “laundry equipment with kinder, more progressive technology like GE’s ‘Laundry Your Way’ washers and dryers.”
L.O.S.S. has already released two videos on the theme, with three more to come soon. People also can report on a missing sock by creating a special flyer (for this, they are to specify the sock’s type, pattern and distinguishing marks) and spread the word over Facebook and Twitter for a chance to win a year’s supply of Tide detergent or a free GE Profile laundry pair by entering the sweepstakes. They also can read the articles on the issue and even call the helpline to get emotional support from specialists.