Island-Themed Socks Set To Launch In Bermuda

October 21, 2015

‘Pum Pum Socks’ – co-founded by Bermuda’s Gemma Shane – is getting set to launch on the island, with an event to be held at Urban Cottage on October 23, serving as an introduction to the island.

Ms. Shane, who is also the Managing Director of Pum Pum Socks, said, “Pum Pum Socks is a tongue in cheek, female empowerment brand; we love diversity and believe each of our socks represents a different style tribe.”


“Pum Pum Socks have been seen on Rihanna, Lana del Rey, Rita Ora, Azealia Banks as well as bloggers such as The Beckerman Twins and Susie Bubble.

“We have been written about and featured on the pages of ID, Nylon, Vogue [UK and Japan], Suitcase, Saint Heron, Rollacoaster, Galore, The Fader, Large up, Grazia, and Refinery 29.”


“Our stockists include Browns Focus, Vfiles, Urban Outfitters and Gnossem, but I am so excited to have a presence here at home.”

“Pum Pum Socks will be going into store at Urban Cottage with a launch event on the 23rd of October. I want to welcome the Bermuda community to the event, which will feature the socks and showcase a collaboration I have put together with some amazing talents from home.”


“I am working with Avarie Graham, an amazing local graphic designer, on the visuals and photography of the shoot showing the socks from our Bermudian perspective. Lara D Smith is also creating a fashion film, which will be premiered and projected at the event, we would love people to come to see it.”

According to Ms. Shane, the shoot included work from a number of people alongside Ms. Graham and Ms. Smith, including Kira Swan on hair, Shakirah Brangman on nails, James Lee on make up, and Ms. Shane herself on art direction and styling, while clothes were loaned by Orange Bay Company.


On the brand’s beginnings, Ms. Shane told Bernews, “I reconnected with my now business partner Savannah Baker on a shoot in London. She is an amazing stylist and had been hand making our signature lacy socks for herself and styling them on celebrities.

“We immediately recognised we each had skills that complimented each other, and wanted to spread the island girl love, Savannah being from Jamaica and myself being from Bermuda, and hence ‘Pum Pum Socks’ was born.”


“Although we have started with socks to gain brand awareness there are more products in the pipeline such as jewellery and plans for the future.”

For more information about the Pum Pum Socks brand, visit the official website.

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Comments (23)

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  1. Pum Pum says:

    I MUST be from a different time period because the phrase pum-pum had a very different meaning…or at least I thought it did!

  2. Oops says:

    Hey you gyal inna de pum pump socks, ya mek me head sweat and me blood vessel burst!

  3. mark says:

    Wonderful! Good to see local talent being celebrated

  4. Really? says:

    Definitely not a good play on words.

  5. Max says:

    Great – Rihanna, Lana del Rey, Rita Ora, Azealia Banks wearing fashion originated by a Bermudan

    That’s a FIRST!

    You make us proud!

  6. Educated says:

    I never believed people when they said fashion operates in circles. But I do remember fighting to not wear lace socks to church. How talented for someone to create a whole new look!

    Best of luck.

  7. John says:

    It’s great to hear about a girl who didn’t forget where she was from!

    I think the name is cool. It’s very catchy! Pum pum!

  8. binfords says:

    is it a sock for a female body part?

  9. Sf9320 says:

    Super exciting! Well done! Can’t wait to get my hands on some of them socks!

  10. Pum Pum says:

    You all get yur minds outta de gutter,lol

  11. Ugh! says:

    It’s sad to see that Bermudians can’t just be happy for one another. There’s a whole lot of meaning behind the brand and its name. Yes they are socks that we used to wear to church. Yes ‘Pum Pum’ has a different meaning but as @MissPumPum said its tongue in cheek… For the non educated ones who do not know what that means I suggest you look it up….

    I am very proud of these young ladies. I’m sure they have put a lot of time and energy into this… The rest of you negative trolls need to go back under your bridge and let them have their shine. What are you all doing to put your country on the map??

    With that being said, I will be at the launch on Friday and I will be buying me some Pum Pum Socks!!

    Congrats to you all who have anything to do with the brand!!

    Fall back trolls it’s not your time to shine!!


  12. Claps for " UGH ! " says:

    I totally agree! None of you trolls are doing anything better besides hating ! What are you doing that’s so great ? …………………. I’ll wait :)

  13. Teampumpumsocks says:

    #Teampumpumsocks ✊ !! Great work

  14. cup of tea anyone? says:

    i like the girl in the yellow dress…..the socks, not so much

  15. Andrea says:

    I were these socks all the time,looking forward to buying more,I purchase them from a store in Somerset.