Our Story

Founded in 2022, Veto Socks was born from a simple idea: creating the perfect cycling sock that delivers all-day comfort and peak performance for every cyclist.

The Vision Behind Veto

Our founder, Ian Martin - an amateur cyclist with a background in product design - noticed a gap in the market. Despite trying numerous premium brands, no sock delivered the all-day comfort and high-performance he was looking for. Determined to create a better solution, Ian set out on a mission to design a sock that exceeded all expectations for comfort, durability, and versatility.

The Journey

The development process was intense. Hundreds of prototypes were tested to perfect the combination of yarns, knitting patterns, and production methods. After rigorous testing and fine-tuning, Veto Cycling 1.0 Socks were launched in December 2022. Designed for all cycling disciplines and abilities, the 1.0 version has proven to enhance both comfort and performance.

Where We Are Today

Since launching, Veto Socks has grown quickly. Our socks are now stocked in top bike shops across the Middle East, as well as on our website. In 2025, we’ll be expanding into retailers and making our products available online in the UK as well. Our latest product, the Veto Cycling 2.0 Sock, continues to raise the bar for comfort and performance.

What’s Next

At Veto Socks, we remain dedicated to innovation and performance. With each product release, our goal is to empower every cyclist with gear that keeps them comfortable, fast, and ready for the road ahead.