An idea that lights up the running track

Simplicity that lasts for miles. Savvydays is the running sock that keeps up when your stride picks up speed — thoughtful quality in every seam, a fit that stays true, and colors that stand out in daylight and shine at dusk.

Linnea Stark knows what it means to keep up the pace. Growing up in Sollefteå and spending her high school years in Lycksele, she pursued cross-country skiing at an elite level as a teenager — early mornings and long sessions fueled by a stubborn determination to always push a little further. Her ambition didn’t stop at the ski track; it also showed in her own initiatives — like running a summer ski school together with Charlotte Kalla. The drive was there, along with goals and plans for the future. But eventually, a long bout of glandular fever put a stop to her competitive dream.

“We trained incredibly hard. When I got sick, I realized I needed to channel that drive somewhere else.”

Fortunately, the determination she built on the trails just needed a new direction. Linnea began studying business and economics at Umeå University and discovered that her competitive instinct worked just as well in entrepreneurship. After graduating, she joined a startup in Sundsvall and watched it grow from a handful of employees to thirty — an experience that sharpened her skills and sparked a realization: the next venture would be her own.

Strides that light the way

The starting point was simple — to create something that reflected her: movement, simplicity, and smart everyday choices. Looking at how major sports brands set their priorities, a pattern stood out: shoes, tights, jackets — but rarely socks, even though they set the tone for how every step feels. There was a gap.

The result was a sock that moves with you — stable on landing, comfortable over distance, and just as natural on an evening walk as on a 10K run. Savvydays running socks are designed to do their job without being noticed: seamless at the toe and heel, with light compression to maintain fit, and materials that stand up to many miles. The reflective detail is woven in — always there, so you don’t have to think about it.

“I wanted to make something smart — so you don’t have to remember extra reflectors. It should already be there.”

A new kind of endurance

During development, everything was about refining feel and durability in every seam. Linnea tested every prototype herself and had her training partners do the same. Their feedback guided the fine-tuning — small adjustments that only become noticeable after many miles.

The biggest challenge was finding a factory that could maintain quality while offering color flexibility in small batches. The socks couldn’t pill, fade, or lose their shape after washing. Building that partnership required time, patience, clarity as a customer, an understanding of ordering processes, and careful production planning. Today, Savvydays is manufactured within the EU — meaning shorter transport, better traceability, and production under strict European standards for materials and working conditions.

Moving forward at the same pace

Savvydays got off to a strong start — and continues in the same stride. The plan ahead is clear: continued innovation, a broader range, and products that work year-round. From summer runs to the coldest winter days, Linnea wants to keep creating what she herself once missed: functionality that feels natural, and quality that keeps up with a life in motion.

Three tips for other innovators

  Innovation doesn’t have to mean a completely new product — how you package and present it can be innovation too.
  Don’t wait until everything is perfect. Launch, gather feedback, and keep improving.
  Ideas get better when they’re shared, not worse.