The Definition of Heritage

Our heritage and craftsmanship is unmatched.

Since our founding in 1922 by the Tarnoff family, Standard Merchandising Co. has been a purveyor of premium goods. Throughout the growth and transitions of the company, we have maintained a strong focus on manufacturing the highest quality goods, whether hosiery, tennis equipment or private label products.

Textiles were the Tarnoff’s family business for three generations. Brothers Lee and Jeffrey Tarnoff led the company into new product segments and expanded to multiple manufacturing locations.

Forward thinking is natural for us and we’ve followed emerging product trends. In the 1970s and 1980s, we were the largest manufacturer in the tennis accessories market before returning to our specialty: fine hosiery and socks.

Blue Knit material

Times change. Heritage remains.

Creativity and innovation will be our legacy. Today, our family of innovative brands: B.ella, Alchester & Sons, Red Lion, nouvella, Wright Avenue, QT and E.G. Smith are recognized for quality and detailed design. They’re more than accessories—they’re brands you live in.

Our vision for the future continues our legacy of expert American craftsmanship. Our loyalty to our community inspires our dedication to important causes. Our commitment to discovering opportunities for efficient and sustainable practices lead the way forward to the future.

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How We Craft Socks