Blue Q in India: The Story Behind the Funniest Socks You'll Own

If you've laughed at a pair of socks on our site, there's a good chance it was a Blue Q. The Overthinking crew socks, the Hangry lunch tote, the Classified pouch, the toothbrush that says Can't Wait Till My Mouth Tastes Like Coffee Again: all Blue Q.

Here's the story of the company behind them, and why it's now in India, exclusively at Madons.

It started with a cardboard cat

Blue Q was started by two brothers, Mitch and Seth Nash, in Boston in 1988. Their first product was almost absurdly simple: they cut a cat out of a magazine advertisement and glued it to a piece of cardboard. They called it the Flat Cat.

They took the Flat Cat to the National Stationery Show in New York in 1988, and it was a hit. One of their first big customers was the department store Bloomingdale's. Cats, dogs and other beloved animals have been a Blue Q favourite ever since.

"That little bit of extra thinking"

About six years in, Blue Q moved to Pittsfield, a small city in western Massachusetts, which is still its home.

The company's style is easy to spot: bold illustrations, bright colours and words that say what you're thinking but would never say out loud. Many products have a tiny extra scene or joke hidden on the back. Mitch Nash describes it simply: "That little bit of extra thinking is what makes something Blue Q."

Blue Q works with a long list of artists and illustrators and refreshes its range often. That's why there's always something new, and why a favourite design is worth grabbing while it's here.

Funny things that give back

The part we love most: Blue Q builds giving into its products.

Socks: 1% of the sale of every pair of Blue Q socks supports Doctors Without Borders (Médecins Sans Frontières), the medical humanitarian organisation.
Tote bags: 1% of sales supports The Nature Conservancy.
Oven mitts: 1% supports hunger relief.

Its totes, pouches, pencil cases and coin purses are made from 95% post-consumer recycled material, and the company has invested in solar panels designed to cover most of its energy needs, with sheep grazing the grass underneath them.

Blue Q Hangry Handy Tote bag — Blue Q totes are made from 95% post-consumer recycled material

What Blue Q makes (and what we carry)

Blue Q designs everything from kitchen towels to air fresheners. At Madons, we've started with the pieces that suit everyday life in India:

Socks: crew, ankle, sneaker and baby socks, with designs for overthinkers, bosses, plant parents and dog people. Start with our guide to crew, ankle and sneaker socks.
Bags: big shoppers and handy totes. Here's how to choose a good tote.
Pouches, pencil cases and coin purses: for cables, make-up, stationery and secrets. See what fits in which.
Toothbrushes: soft bristles, BPA-free handles and a pep talk. Here's why your toothbrush deserves a personality.

Now in India, exclusively at Madons

Blue Q's products are sold in shops around the world, and we're proud to bring them to India. You'll find the range exclusively at Madons, with free delivery on every order.

Our promise is the same as Blue Q's: things that are useful, well made and funny enough to make you look twice. Bye bye boring.