How times change.
It used to be that wearing anything that did not match - particularly something worn as part of a pair, such as shoes or socks - was considered at best odd and usually, far worse, as eccentric.
What used to be viewed with suspicion and lurked at the fringes of pop culture has now been brought into the mainstream.
Little Mismatched offers a line of, well, mismatched footwear and clothing and in doing so seeks to convert a behavior that had conferred the unwelcomed status of social pariah into a desirable one of confident self-expression. With appeals such as 'How mismatched are you?' the brand seeks to competitively incite the prospective buyer with a dare.
It's a great example of how mass marketers seek inspiration from the margins to mine new commercial opportunity.