It sounds crazy, but San Francisco-based company Betabrand offers sock insurance for one year for those who have lost or stolen socks.
The American company promises that for every pair of socks purchased, the will replace up to two single socks for any number of "ridiculous reasons" like "loss, petty theft, petty loss [and] heavy petting," according to the site. The spoof marketing video interviews those who fear doing laundry, afraid they may lose another precious sock to the crazy dryers that suck them into some alternate universe via an invisible portal in the machine. Betabrand utilizes Facebook for consumers to post pictures of their lost socks as proof that they are missing, and the company will send over a replacement. Of course, these pictures can be falsified but with a company that is so intent on providing warmth for feet, who would lie to them?