[Instagram Walk] I Hate Monday - 'Small Joy Socks Shop' Healing Monday Blues

Using the Experience of Disliking Mondays to Start a Business

Releasing 200 Pairs of Socks Annually
Focusing Most on Harmony with Coordination

Drawing Design Inspiration from Everyday Life, Such as Walking Path Scenery and Weather

Planning New Items Like Eco Bags and Pouches

Interior view of 'I Hate Monday'. Posters attached to the walls add a stylish touch. Photo by Heo Midam damdam@asiae.co.kr

[Asia Economy Reporter Heo Midam] ‘Monday Phobia’ or ‘Monday Blues’. Many office workers fear or dislike Monday without any particular reason. The thought of being bound again to a fierce daily routine after a free and sweet rest over the weekend generates this phobia. It is not that there is no desire to greet the start of the week energetically. Nevertheless, for modern people chased by busy daily life, Monday Blues seem like fate. Is there really no way to welcome Monday warmly? A brand that started from this question is the sock brand ‘I Hate Monday,’ created by a person who suffered from severe Monday Blues and wanted to make Mondays a little more enjoyable. The sock brand showroom located in Yongsan-gu, Seoul, attracts not only those interested in fashion but also those seeking small happiness. This place, highlighted as a hot spot for Instagrammers, has over 40,000 followers on its account.

Coming out of Exit 10 of Seoul Station and walking about 10 minutes toward Namsan Tower, you will encounter a building with a neat exterior that serves as both the sock brand showroom and company. Signs placed along the street and the glass windows are embroidered with the phrase ‘I Hate Monday’ to strongly express the dislike of Monday. Upon entering the showroom, you first see socks densely arranged on a large oval table. From mismatched socks with different colors or patterns to vibrant floral socks, neat striped socks, and plain socks, the variety is as distinct as their personalities. Inside, you can see an old-looking CRT monitor, a telephone, a pencil holder, and Post-it notes. Stacked books, Post-its stuck here and there, and glasses seemingly left behind by someone evoke the image of an office desk. Posters attached to the walls add a stylish touch.

'IHateMonday' interior view. Various types of socks are densely lined up. Photo by Heo Midam damdam@asiae.co.kr

Hong Jungmi, CEO (37), who was once a severe ‘Monday Blues sufferer,’ has been making and selling socks for 10 years under the motto ‘Let’s make Mondays enjoyable for everyone who hates them.’ Hong, who suffered badly from Monday Blues during her office worker days when working overtime was routine, said, “I hated Mondays so much when I was working at a company. I was tired of the hamster-wheel-like life and had decided to resign, but once I went to work, I was buried in work again, and the repetitive routine became boring.” Around the time she felt bored with office life, what revitalized her was none other than ‘socks.’ She said that one day, thinking about wearing pretty socks to work seemed to reduce her Monday Blues. “Thanks to that experience, the current brand name was born,” she said.

A well-known sock enthusiast, Hong matches her outfit to her socks and even puts on socks before clothes, showing her attachment. She cited ‘small but certain happiness (sohwakhaeng)’ as the charm of socks. “They are inexpensive but bring much greater happiness than their price,” said Hong. “In the past, there were few brands specializing in socks, and it was hard to find stores selling pretty socks. So when I went on overseas business trips as an office worker, I used to buy socks worth tens of thousands of won.” She added, “There were tough times in the early days of the business, but I was able to endure by looking at pretty and cute socks.”

Hong releases over 200 types of socks annually. When designing numerous sock designs, the most important consideration is ‘harmony.’ She said, “No matter how pretty the socks are, if you don’t wear them often, it’s like ‘all for nothing.’ What’s the point of selling socks that people buy but don’t wear? So when designing and producing socks, I try matching them with various shoes and pants to ensure they go well with any outfit.”

'IHateMonday' interior view. Among the displayed socks, an old-looking CRT monitor and a telephone can be seen. Photo by Heo Midam damdam@asiae.co.kr

Many sock designs are inspired by everyday life. Small things like the scenery of a walking trail or the day’s weather serve as inspiration. “While walking, I think about how it would be to put the colors of the blue sky and yellow ginkgo leaves into socks,” she said. Hong added, “I think I live my daily life focusing on socks.”

It has been nearly 10 years since she left her difficult office worker days and became independent by creating her own brand. She reflected, “It feels like I lived the same daily life, but already a decade has passed. Time flies quickly when you do a lot of fun things.”

So, has Hong’s Monday Blues been ‘cured’? The answer is ‘No.’ Her Monday Blues are still ongoing. Hong said, “Monday Blues are a great driving force that allows me to keep running this brand. So unless I become a building owner, I don’t think my Monday Blues will be cured,” she joked. As the head of an independent company, she now has to bear all kinds of managerial responsibilities every Monday, so it is hard to say she has healed her Monday Blues.

She is now researching ways to make Mondays more enjoyable beyond socks. Hong said, “Originally, I thought I would just focus on socks. But now, I am thinking about more diverse items that can bring small joys on Mondays.” She is planning small happiness-giving items such as eco-bags and pouches.

Still suffering from Monday Blues, she hopes that a pretty pair of socks can offer a small comfort and a source of vitality to many who share the same condition. She added, “Whether it’s Monday or Tuesday, I hope people who are stressed wear our fun yet comfortable brand socks and feel a little better.” Like the saying ‘If you can’t avoid it, enjoy it,’ if you cannot avoid the future that awaits you, wouldn’t it be good to try transforming it into small fun and happiness hidden close to daily life?