I've worn exclusively swiftwick socks to do ironman for past 15 years. I would have usually 10-15 pairs and they would last me 7 years before I'd get a hole. They were indestructible and were superior in fit and comfort for running and biking. Just ordered 9 pairs to replace and it's like a completely different sock. Cheaper material that balls up, already getting ware after a few times and slides in the show. So so so disappointed and it is a good sock but not the superior sock and reason I have been loyal so long. I'd be happy to speak live with a higher up that's been with the company 10+ years because customer service claiming no change in the socks and there clearly has been.