Doublesoul walked into the Season 17 premiere of Shark Tank with $5.2 million in lifetime sales and walked out with a $500,000 deal from guest Shark Kendra Scott for just 6% equity. The premium sock brand, backed by comedian Pete Davidson, proved that eco-friendly basics can be big business.
What Is Doublesoul?
Doublesoul makes premium socks featuring a double cushion bottom and balanced tension around the ankle. Each pair costs roughly $1.20 to produce and retails for $11, giving the brand an 89% gross margin. The company has collaborated with the Philadelphia Eagles, Rumer Glenn Willis, and several major influencers.
The Shark Tank Pitch
Founders Ben Rosenbaum and Allison Strumeyer, along with celebrity partner Pete Davidson, pitched on the Season 17 premiere on September 24, 2025. Sales had grown from $360,000 in 2022 to $1.7 million in 2023 and $2.3 million in 2024, with a $7.5 million projection for 2025.
The Deal
Guest Shark Kendra Scott invested $500,000 for 6% equity, one of the largest deals of the season premiere.