The Transformation of Christian and Justin Arquila: From Financiers to Sock Entrepreneurs
The journey of brothers Christian and Justin Arquila from former financiers to successful entrepreneurs in the hosiery industry is not only fascinating but also instructive. Co-founders of the brand Pacas, their story began in 2013 when they identified a common yet significant issue faced by many people: the discomfort of wearing traditional shoes without adequate sock support. This led to the establishment of their initial venture, Gekks, which focused on producing no-show socks. The inception of their business was sparked by Justin’s personal experience with the unpleasant odor of his footwear, prompting a conversation with his wife that resulted in the realization that there was a significant gap in the market for discreet, comfortable socks.
The Birth of Gekks
Motivated by this gap in the hosiery market, Justin proposed the idea of creating a brand that specialized in no-show socks to his brother Christian. They focused on developing a product that would not only remain out of sight but would also provide comfort and functionality. Thus, they launched “Gekks” in 2015, a brand known for its innovative no-show socks knitted with silver antibacterial thread. This unique feature not only catered to aesthetic desires but also addressed hygiene concerns, setting Gekks apart from conventional sock options.
The Shift Towards Women’s Products
In the years following their launch, the Arquila brothers recognized a burgeoning demand for their product line to cater to women. In response, they broadened their offerings to include women’s no-show socks perfect for ballet flats—a design that resonated with a wide female audience. By 2019, an impressive 90% of Gekks’ revenue stemmed from these women’s products, with ballet flats alone contributing nearly half of its overall income.
Challenges During the Pandemic
As the world confronted the COVID-19 pandemic in March 2020, the retail landscape shifted dramatically with many people working from home and a decreased need for fashionable socks. Faced with dwindling demand, the brothers were prompted to pivot their business model. Fortunately, they had already started researching another innovative sock concept made from alpaca fiber. This fiber, known for its exceptional softness and warmth, opened new avenues for product development.
The Discovery of Alpaca Fiber
Christian’s discovery of alpaca fiber occurred years prior, during a visit to a sock factory in North Carolina. Intrigued by the unique texture of this fiber, he was inspired to explore its potential for creating items that enhanced comfort, particularly for children facing tough hospital stays. After diving deep into alpaca fiber’s properties, the brothers began to expand their product line, developing a range of socks that showcased the benefits of alpaca, including thermal regulation and softness, distinguishing their products in a crowded market.
The Launch of Pacas
By October 2020, the Arquila brothers officially launched Pacas, a brand under the Gekks umbrella dedicated to their new line of high-quality alpaca socks. With a price point positioned between affordability and luxury, the Pacas brand resonated well, achieving approximately $400,000 in sales within its first month. The positive feedback propelled Pacas’ growth forward, leading to the decision to separate it from Gekks to allow for focused branding and marketing. In merely three years, Pacas generated over $45 million in revenue and sold millions of pairs of socks, demonstrating an impressive market presence.
Commitment to Philanthropy and Future Growth
In addition to their business success, the brothers instilled a philanthropic spirit in their brand by partnering with numerous children’s hospitals, offering comfort to young patients by providing them with alpaca socks during their hospital stays. This social responsibility aspect helped build goodwill and fostered a robust community of loyal customers. While Pacas remains their primary focus, Gekks continues to thrive with gradual revenue generation, showcasing the versatility of their entrepreneurial skills.
Conclusion
The transition of Christian and Justin Arquila from financiers to successful sock entrepreneurs illuminates the power of innovation and adaptability in business. Their ability to recognize market needs, coupled with their entrepreneurial spirit, has allowed them to thrive in an ever-evolving retail landscape. Facing challenges, they have turned obstacles into opportunities, proving that with a willingness to learn and adapt, aspiring entrepreneurs can carve out their unique niche in competitive industries.
FAQs about the Arquila Brothers and their ventures
1. What motivated the Arquila brothers to start their business?
The Arquila brothers were driven by personal experiences with discomfort in traditional socks and shoes, leading them to identify a market gap for effective no-show socks.
2. What is the difference between Gekks and Pacas?
Gekks focuses on no-show socks initially, while Pacas specializes in high-quality socks made from alpaca fiber, highlighting superior comfort and warmth.
3. How has the COVID-19 pandemic affected their business model?
During the pandemic, the Arquila brothers pivoted their business by focusing on products made from alpaca fiber after experiencing decreased demand for their no-show socks.
4. What philanthropic initiatives are associated with Pacas?
Pacas partners with local children’s hospitals to provide alpaca socks to children during their hospital stays, prioritizing comfort and support for young patients.
5. What is the projected future for Pacas and Gekks?
While Pacas continues to focus on growth and scalability, Gekks remains a sustainable brand, with both companies adapting to changes in the market and consumer preferences.