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.
Ellsworth’s investment follows Doublesoul’s “Shark Tank” investment from Scott last September, who offered $500,000 for 10 percent of the equity. Scott also offered to place Doublesoul products directly into her retail footprint.
In 2024, Davidson invested $1 million for a 10 percent ownership stake in Doublesoul and signed on as the brand’s creative director.
For Doublesoul, Ellsworth’s investment is a strong vote of confidence in the company’s mission to transform the everyday sock category from a commodity purchase into a brand consumers actively seek out. For Ellsworth, it was a chance to support the next generation of founder-led consumer brands challenging legacy industries. Ellsworth’s investment was independent and not related to her “Shark Tank” guest appearance. The capital will go toward product innovation, brand building, creator and community marketing, and retail expansion, supporting expansion across DTC, wholesale and strategic retail partners.
