Eureka 33: Vahan Hovhannisyan

It’s an article of clothing that many people overlook but Vahan Hovhannisyan believes that socks are the world’s best conversation starter. Hovhannisyan is a co-founder of designer sock brand Look Mate, a company he brainstormed, built and launched with his brother while Hovhannisyan worked as an accountant for a luxury hotel in London. The socks are designed with top creative minds and produced by a father-daughter team in the brothers’ hometown in Armenia. But why socks – and how did the brothers get the company off the ground?