Doublesoul, the eco-friendly and sustainable premium sock brand that counts Pete Davidson and Kendra Scott as investors, has a new backer.
Allison Ellsworth, cofounder of Poppi, the prebiotic soda brand, has made a strategic six-figure investment in Doublesoul and will join the company as an adviser, supporting brand vision, marketing, retail strategy, creator partnerships and consumer growth.
Her relationship with the sock brand goes back to 2021, when Ellsworth first met Doublesoul founders Ben Rosenbaum and Allison Strumeyer at a Poppi event. What began as an informal mentorship during the brand’s earliest days has evolved into a strategic partnership, with Ellsworth backing Rosenbaum and Strumeyer as they build their company.
Poppi, which was founded by Ellsworth and her husband, Stephen, has gained popularity over the years for its prebiotic-filled, low sugar sodas, which are available at most major retailers including Target and Walmart. Poppi was acquired by Pepsico last year.
Ellsworth said she saw in Doublesoul a familiar and compelling opportunity: a large, everyday category ready to be disrupted by a brand built around a modern point of view, and a real connection to the next generation. It closely mirrors what she experienced building Poppi — taking a universal, highly replenishable category that had been long treated as a generic afterthought and making it culturally relevant to a younger consumer.
