Evan McNeely and his new Sneaky Socks

Recently, Evan McNeely, the Norco Factory mountain bike and cyclocross racer, and CCM contributor, launched his own sock brand called Sneaky Socks. The socks, and his approach to those garments, reflect the rider’s sense of humour.

“I wanted to give people a way to stand out and make a statement without turning into crazy people,” he said. “Sneaky Socks is strictly a sock store specializing in custom, original sock designs that will make your friends jealous.

“Socks provide an outlet for self expression and uniqueness, while still allowing you to appear like a legitimate adult. You can’t wear a tie-dye shirt to your office job, but you can wear a pair of dope-ass socks. (Your boss might actually give you a promotion for the latter).”

On a more practical matter, McNeely added how his socks—which are said to paradoxically not match anything, and thus match everything—are the perfect complement to your club’s kit. “As cyclists, we often have some commitment to wear a team or club kit when out riding on the road or trail,” McNeely said. “But most clubs don’t have socks for you to wear (and if they do they are probably pretty lame). This is your chance. Nobody can tell socks what to do.”

McNeely has offered Canadian Cycling Magazine readers a special discount on his socks. Use coupon code CYCLINGMAG before Jan. 5 to receive $1.50 off of your order. You can order Sneaky Socks here. Also, follow those socks on Facebook and Instagram.