Private Branding - Case

"Cai has had an open mind to create something new with a personal touch. We have described the needs and they have given us knowledge about wool, materials, socks, and manufacturing"

Bortom Cycling is a company founded by Tobias Dahlström and Calle Andersson. They started in 2017, and have focused their main focus on developing socks that are specially adapted for cycling. They are dedicated cyclists themselves and saw an opportunity for new products in the market. Thinking new, function with a smart twist, has always been the ambition.

– It started with us trying to get our first sock specially adapted for cycling during the winter months. It needs to be insulated and keep warm, withstand wear and tear and have a good fit that means it stays on the foot. Our socks are different in that there are few that have such a high wool percentage, and the shaft is also higher. The fact that they are then made in Sweden and Småland is something that many people like. They turned to Cai as a producer and together began the process to produce the first sock.

– It all started with a conversation with Cai where we discussed ideas and thoughts, which then led to reality. They have been a really good sounding board for what is possible for us to achieve. We have been able to visit the factory with our designers, and then prototypes that we could feel and adjust have been sent back and forth until we got the result we were looking for. The sneak start with the winter socks exceeded expectations and Bortom Cycling was written about in several articles. With the help of marketing on Instagram alone, the socks almost sold out. Currently, two more socks aimed at spring and summer have been developed.

"A comfortable, long-lasting sock makes all the difference. Customers who have used Cai's products are often positively surprised by the high quality."

The profile company Roupéz Profile has had a collaboration with Cai for 25 years. They believe that one of the great advantages of Cai is that they have always delivered a high and consistent quality throughout the years. The end customers who have used Cai's products experience that they receive profile products that last longer.

The big breakthrough for the profile sock was actually when it was realized that it didn't necessarily have to be a standard, solid-colored sock with a logo on the shaft. Instead, Cai could offer a wide range of socks in different models and materials, and with great flexibility in pattern and color choices. With this development, more doors opened for Roupéz Profile, which in turn could market profile socks with unique expressions thanks to choices in pattern, color and message. It was also realized that if the logo were instead placed, for example, under the foot, the sock became more attractive and useful.


For Roupéz Profile it is important to be able to offer profile items that are of good quality and durability but also have a lot of room for creativity. All this combined with being able to offer Swedish-made products has created a stable and long-lasting relationship between Cai and Roupéz Profile.

“In a foundry, socks need to be as good at keeping feet cool as they are at protecting against serious burns.”

The working environment at the Melins Metall sand foundry places high demands on workwear. A pair of steel-toed work shoes requires comfortable socks that stay in place throughout the workday and also have the properties that the tough environment requires.
In a workplace with the constant presence of liquid metal and hot melting furnaces, it is also important to have work clothes that are heat-resistant and provide the best protection against burns. Cai's flamestop sock is made of a flame-retardant material, which means it prevents serious burns in the event of extreme heat or sudden sparks.

A flame-resistant sock is particularly suitable in a foundry, for example, where there is always a risk of splashes during the casting process. The protection against welding spatter also makes it ideal for other critical work tasks such as welding and grinding.