David Martin isn’t afraid of a little stink. In fact, the hockey player has gone viral for proudly wearing the same pair of socks day after day—sometimes for a full week—just to see how long it takes before they reek.
But here’s the twist: Martin isn’t just getting people excited for fun. He’s the founder of Six Sox, a company that makes “stink-proof” socks out of silver yarn. And his sweaty feet might just have turned him into the unlikeliest entrepreneur on the internet.
Martin explained in one of his viral videos. “Having sweaty feet is completely normal. Sweat is what causes bacteria buildup. Bacteria buildup causes odor. Silver yarn prevents the bacteria and prevents the smell.”
His videos testing just how long a pair can last without stinking have exploded online. Some fans tune in for the shock factor, while others are obsessed with the smellier side of his experiment.
In one now-famous exchange, a viewer commented, “How much?” Six Sox replied “link in bio” to their store—only for the fan to shoot back, “I am talking about those socks you wore, not the new ones.” The comment section went wild, with many begging Martin to sell his used socks directly.
Whether fans are there for the science, the stink, or the spectacle, Martin’s “sock tests” are working. Six Sox is gaining traction, and Martin has turned what was once his biggest annoyance—sweaty, smelly feet—into a viral business.
