By: Olivia Trent

When John Cronin finished high school, he faced a familiar challenge for many young adults with Down syndrome: limited job opportunities. But where others saw closed doors, John saw a chance to create something new. “Dad, I want to go into business with you,” he told his father, Mark X. Cronin. That moment would spark the creation of John’s Crazy Socks, a company that began with a simple idea and grew into a worldwide symbol of joy, purpose, and inclusion.

The concept came to John just before Thanksgiving in 2016. A lifelong fan of colorful, creative socks, he wanted to share his passion with others. “They’re fun, colorful, and creative,” he explained. “My socks always let me be me.” Together, John and Mark launched their website on December 9, 2016, not knowing what to expect. The response was immediate. Orders flooded in, many from local customers who received their packages hand-delivered by the Cronins, complete with a handwritten thank-you note and a little candy treat. “Customers loved it,” Mark recalls. “They shared photos on social media, and word began to spread.”

In just two weeks, John’s Crazy Socks had shipped 452 orders, confirming that they were onto something special. Nearly a decade later, the company has grown into a prominent sock business with a global reach, shipping over 500,000 packages to 94 countries. They have raised more than $800,000 for charity partners, including the Special Olympics, the National Down Syndrome Society, and the Autism Society of America. Just as importantly, they have created 34 jobs, 22 of which are held by people with differing abilities.

For Mark and John, the company’s success has always been guided by a clear mission: spreading happiness. “We have committed ourselves to showing what is possible,” Mark says. “We pick each other up when times get tough, and we know that we’ve made a commitment to our colleagues and to the world—to prove that a business can thrive because it employs people with differing abilities.”

Building an Inclusive Enterprise

Inclusion is not a side project at John’s Crazy Socks; it is embedded in every aspect of their operations. From the start, the Cronins aimed to hire people for every role, which naturally led them to consider candidates with differing abilities. Their fulfillment team, affectionately called “Sock Wranglers,” includes people with disabilities, parents seeking flexible hours, and general laborers looking for a supportive environment. “By far, the best labor pool is people with differing abilities,” Mark explains. “They want to be here. They never miss work. They care deeply about what they’re doing.”

The results speak for themselves. The company offers same-day shipping with an error rate of less than 0.2 percent—a figure that rivals, and sometimes exceeds, major e-commerce players. As Mark puts it, “We do better shipping than Amazon, and Jeff Bezos doesn’t put a thank-you note and candy in his packages.”

Beyond hiring, the Cronins have made it their mission to showcase the abilities and achievements of their team. They regularly host tours for high schools and social service agencies, giving many visitors a firsthand look at an inclusive workplace in action. John leads many of these tours, inspiring others to believe that they, too, can build meaningful careers. The duo has also spoken at major corporations, including Microsoft, IBM, Bank of America, and Kohl’s, as well as at universities such as Stanford, Vanderbilt, Rutgers, and Holy Cross.

Their advocacy extends to national and international stages. They have addressed the United Nations for World Down Syndrome Day, testified before Congress twice, and regularly visit Capitol Hill to promote policies that support employment for people with disabilities. “Because people will listen to us, we need to speak up for others,” Mark emphasizes.

Facing Challenges with Creativity and Optimism

The path to success has not been without its hurdles. The Cronins recall early lessons learned the hard way, such as the time they included Hershey’s Kisses in every package—until a customer in Florida alerted them that the chocolates were melting. They quickly switched candies, but that experience became a humorous reminder of the constant learning curve in entrepreneurship.

Financial challenges were another test. The company’s rapid growth required capital they didn’t yet have. After a year-long search, they formed a strategic partnership with a third-generation sock manufacturer in early 2020, gaining both production capabilities and financial stability. Then came the pandemic, which disrupted operations and threatened their mission. Instead of retreating, the Cronins innovated. They launched Healthcare Superhero Socks to honor frontline workers, raising a significant amount for COVID-19 relief, and designed themed masks that supported their charity partners. John even started a virtual dance party to keep spirits high. “What better way to spread happiness than a dance party?” Mark laughs.

A Mission That Drives Every Decision

For the Cronins, the company’s social mission is not separate from its business strategy—it is the strategy. John’s Crazy Socks is built on five pillars: Inspiration and Hope, Giving Back, Fun Products You Can Love, Making It Personal, and Making This a Great Place to Work. These principles guide every decision, from customer service policies to marketing strategies. “When times get tough, our mission becomes our North Star and our values are our guardrails,” Mark explains. “We understand that values mean nothing unless they cost you revenue or you are willing to invest in them.”

Their story and mission are also their powerful differentiators in a crowded marketplace. “If we were just selling socks, we’d be lost,” Mark says. “Our mission becomes our strategy.”

Advice for Aspiring Changemakers

Asked what advice they would offer to other entrepreneurs, especially those hoping to build purpose-driven businesses, Mark is straightforward: “Don’t overthink. Take action. Get started.” He stresses the importance of self-awareness and mission clarity. “Know who you are and why you are doing what you do. Your story and mission are not optional—they are the foundation of your business.”

John’s advice is simpler, but no less profound: “Follow your heart. Follow your dreams. Work hard and show what you can do.”

From a modest startup in a Long Island garage to an internationally recognized enterprise, John and Mark X. Cronin have built more than a sock company—they have built a movement. Their success proves that love, inclusion, and happiness are not just good values; they are also good business. And as John likes to say with his trademark smile, they are just getting started.