Fayetteville-based Anyway to have socks in Dillard’s

Fayetteville online retail startup Bisoxual recently changed its name to Anyway and landed a deal to sell its socks at Dillard’s stores in Northwest Arkansas.

Fayetteville entrepreneur Jen Adair launched the startup in spring 2021. Anyway sells mismatched socks in sets of three for men and women.

“We rebranded to Anyway,” Adair said. “It kind of fits our messaging a little bit better. It’s a good time to rebrand since we’re in Dillard’s. We wanted to start fresh.”

The rebranding is better aligned with the company’s mission to support organizations helping those affected by domestic violence. The company donates 10% of its sales to Northwest Arkansas Women’s Shelter, which helps all victims of domestic violence. Anyway’s tagline is, “Wear anyway you want. Leave anyway you can.”

Anyway men’s socks are expected to become available at Dillard’s in September. A connection through a friend led to the deal, and Adair said she met with buyers who purchased men’s dress socks as a test at the company’s stores in Rogers and Fayetteville.

“I’m hoping I have enough support up here to sell out quickly and then maybe get regional distribution and maybe national distribution,” Adair said.

She said 90% of her business comprises e-commerce sales. Adair noted some smaller stores outside the area sell them.

“We’re trying to get into more brick-and-mortar stores,” she said. “I think getting into Dillard’s will help because our volume numbers will go up so our purchasing power will be better.”

Anyway offers between 30 and 40 sets of women’s socks and 20 and 30 sets for men. It has no-show, low-cut, crew, dress, wool, compression and diabetic socks. One of her goals is to make Anyway socks in America, and she’s been speaking to North Carolina companies about this.