SOOCI's mission is to bring people together, build confidence, and strengthen communities by creating opportunities to step outside your comfort zone, form meaningful connections, and give back to the people around you.
Our Story
SOOCI started in 2024 in a closet with a goal of building more than just a clothing brand. Now based in Madison, Wisconsin, SOOCI creates apparel while building a community through events like run clubs, volunteer opportunities, and other group gatherings.
Every purchase helps fund future events and experiences that bring ambitious people together through adventure, purpose, and connection.
More About Us
Beyond The Apparel
Out Run Comfort
Our run club meets weekly at James Madison Park — every pace welcome, even walking. It's how we bring people together, one run at a time.
Learn More →Give Back Initiative
Every purchase helps fund volunteer opportunities and events that give back to the Madison community we call home.
Learn More →Customer Reviews
"SOOCI feels different from most apparel brands. The products actually fit well, the quality is legit, and the whole brand has a real purpose behind it. I also appreciate how involved they are with the community. My order arrived earlier than expected and everything was packaged really well. Being veteran owned and based in Wisconsin makes me want to support them even more."
"Found SOOCI through a friend and ended up loving the brand. The clothes are comfortable, fit great, and you can tell they actually care about what they're building."