Doublesoul Update | Shark Tank Season 17

Ben Rosenbaum noticed a problem: buying socks always felt like settling. You either got bulk packs with no style or novelty socks that weren’t built for everyday wear. To solve this, he and Pete Davidson launched Doublesoul, a line of socks designed to be soft, sustainable, and comfortable while still looking good. Let’s take a look at which shark showed interest in making a deal in our Doublesoul update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Doublesoul after Shark Tank.

Pete and Ben pitched their eco-friendly socks on Shark Tank Season 17, seeking $500,000 for 4% equity. After their pitch, they reached an agreement with Kendra Scott for a deal worth $500,000 in exchange for 10% equity.

In terms of a Doublesoul update, after airing the company recieved a big boost in sales and launched a special “Seen on Shark Tank” collection.

Shark	Result
Kendra Scott	Accepted offer of $500,000 for 10% equity
Kevin O’Leary and Rashaun Williams	$500,000 for 6.25% equity plus a $0.25 royalty until $1.5 million is paid back
Lori Greiner	No offer
Robert Herjavec	No offer

Shark Tank Doublesoul Pitch

• Entrepreneurs: Pete Davidson & Ben Rosenbaum
• Business: Eco-friendly socks
• Ask: $500,000 for 4% equity
• Result: $500,000 for 10% equity
• Shark: Kendra Scott

Pete and Ben stepped into the tank with their sock brand, Doublesoul.

They asked the sharks for $500,000 for 4%, valuing the company at $12.5 million.

The duo explained that most people either buy bulk socks with no personality or novelty socks that don’t work for everyday use. Doublesoul was designed to bridge that gap.

Ben shared that the socks feature a double-cushion bottom, a seamless toe, and a breathable top. The ankle is snug without being tight.

They are made of 85% organic cotton and 15% recycled nylon, making them soft and sustainable. Pete added that the socks stay up, feel comfortable, and work for both men and women.

However, the pitch went beyond features. The founders stated that Doublesoul operates as a direct-to-consumer brand, with 95% of sales conducted online.

Customers buy through the company website, with newer availability on Amazon and in Urban Outfitters.

The socks retail for $9 to $20 a pair, with an average sale of $11. Production costs are $1.20 per pair, leaving an 89% gross margin. Styles include no-show, mid-calf, and knee-high options.

Meanwhile, the sharks pushed for numbers. Ben explained that Doublesoul launched in 2022 with $360,000 in sales.

Revenue grew to $1.7 million in 2023, then $2.3 million in 2024. By 2025, they were on track for $7.5 million.

The company lost $380,000 last year but is projected to make $700,000 in profit this year.

Lori asked how they grew so quickly. Ben credited social media. Customers posted outfits, styled the socks, and even made memes. None of it was paid. The buzz gave Doublesoul traction, turning it into a lifestyle brand.

Their target customers are everyday wearers who want durable, stylish socks that fit into daily life.

Kevin pressed for details on the competition. Robert Herjavec reminded the founders that Daymond John had invested in Bombas, a Shark Tank sock company that reached over $2 billion in sales.

Pete responded that Bombas was successful but said it was time for new players, and Doublesoul could be the next one.

Kendra Scott loved the product and quickly offered $500,000 for 10% equity. She highlighted her 152 stores and retail connections as an advantage that the other investors could not match.

Rashaun Williams explained that he wanted downside protection, so he structured his proposal at an $8 million valuation with a 3x liquidation preference and participating preferred terms.

Kevin O’Leary stepped in after hearing Rashaun’s terms. He said he preferred simpler deals.

He offered a royalty of $0.25 per pair until he recouped three times his investment, in exchange for equity shared with Rashaun.

Rashaun agreed to join him, making it a combined deal for $500,000 at 6.25% equity, with $0.25 royalty attached.

The entrepreneurs declined this, saying it would not be fair to their existing investors.

Lori Greiner said she liked the product’s margins and room for growth. She suggested combining a royalty with preferred terms, though her proposal was not finalized before Kevin accused her of being greedy.

The entrepreneurs showed no interest in moving forward with Lori’s approach.

Robert considered joining Kendra, but stepped back when she made it clear she wanted the deal for herself.

In the end, Ben and Pete called Ben’s wife and co-founder, Allison, who serves as CEO.

After a brief discussion, they accepted Kendra’s offer of $500,000 for 10% equity.

Ultimately, Doublesoul walked out of the tank with a new partner and a clear path to expand into retail.

Now, let’s check in for a Doublesoul update.

Shark Tank Doublesoul Update

According to our Doublesoul update, we have no confirmation yet if the deal with Kendra Scott closed successfully. We’re closely monitoring their progress as of this update.

Further, after airing the company received a big boost in sales and even launched a “Seen on Shark Tank” collection highlighting the socks that were featured during the pitch.

You can find the collection on the Doublesoul website and can keep up with the brand by following them on Instagram.

Once we have more to share, we will be back with another Doublesoul update!

Before you go, be sure to check out our other updates from Season 17, Episode 1:

• Z-Coil Update
• Pelagion Update
• Dad Strength Brewing Update

You can also find more on our Shark Tank Season 17 companies page!