Interview
Zhong Zhicheng
1 Please give us a brief bio of yourself and your design background.
I grew up in a textile factory, so my background is in production and manufacturing. When I started working in the end-consumer market, my ideas stemmed from my own needs and observations of the market. For 18 years, sNug has adhered to the core principle of "providing solutions that truly address consumer problems" in our brand's research and development. Through consumer feedback, we continuously invest in product development and innovation to ensure that our customers wear the safest, healthiest, most effective, and durable socks.
2 What made you become/why did you choose to become a designer/artist?
I grew up in Shetou, Taiwan, a town known for sock production, so I am very familiar with the manufacturing process of socks. However, socks are often overlooked as an accessory since they are worn on the feet. I have always believed that a good pair of socks can provide unparalleled comfort and a sense of being carefully cared for. I hope to elevate the importance of socks, making them a key part of the wardrobe, and help everyone realise that a pair of socks can bring such comfort that even their mood improves!
3 Tell us more about your agency/company, job profile, and what you do.
From the very beginning, our company has held the highest goal of "Glorifying God and Benefiting People," with the core of our brand development centered around "providing safe and effective solutions to consumer problems." Our business philosophy is based on "high quality at affordable prices," guided by the principle of "earth-friendly sustainable management," and committed to "giving back to society and empowering the youth." With this belief, we embarked on our business journey, establishing the sNug brand. sNug was the first in Taiwan to segment sock sizes, making socks that are more fitting and durable—socks that protect the feet, extend the life of shoes, and provide all-day comfort, embodying the expression of self-love.
4 What does “design” mean to you?
The best design is one that solves consumer problems, improves their lives, and brings them a sense of happiness.
5 What’s your favorite kind of design and why?
I prefer simple and stylish designs that can be paired with any outfit without standing out too much. These designs should give people more confidence in situations where they need to remove their shoes, with no unpleasant odors, no sagging, and no holes.
6 To you, what makes a “good” design?
A "good" design is one that people don't want to take off once they put it on, a design that they reach for every time. This reflects the most genuine reaction from consumers.
7 How did you come up with the idea for your award-winning design?
It came from my own needs—I wanted everyone to no longer feel embarrassed by foot odor, to enjoy close relationships, and to be able to remove their shoes at any time while maintaining a positive image, without foot odor being a barrier to interpersonal relationships.
8 What was your main source of inspiration for this design?
My inspiration is to help people compete in sports with more style and grace, without worrying about odor or interference, allowing them to perform at their best.
9 Do you think your country and its cultural heritage has an impact on your design process?
Yes, in Taiwan, there is a general preference for black and plain colours to avoid the issue of mismatched socks and because black hides dirt better. Therefore, our primary focus is on darker, more durable colours. However, preferences vary greatly in other countries, where people may favor more vibrant colours.
10 Congratulations! As the winner of the French Design Awards, what does it mean to you and your company and team to receive this award distinction?
Thank you! Winning this award signifies that our design philosophy has been recognised internationally, which greatly encourages us in our efforts to expand globally.
11 Can you explain a bit about the winning work you entered into the French Design Awards, and why you chose to enter this project?
The sNug odor-resistant socks are our company's flagship product and most well-known item. Their odor-resistant function, durability, and comfort still set them apart in the market. The work we entered into this competition combines design aesthetics with functional materials and ergonomic foot structure, making it, in our opinion, a perfect masterpiece.
12 What were the main challenges you faced during the design process, and how did you overcome them?
The biggest challenge was the design constraints we imposed on ourselves. We believe that the internal seams of socks should be minimised to enhance comfort and safety, particularly reducing the risk of entanglement for infants and people with diabetes. Therefore, we aimed to avoid overly complex patterns while still meeting modern fashion expectations, which was not easy to design.
13 How do you think winning this award will impact your future as a designer?
It has broadened my horizons, leading me to the world stage and giving me greater confidence in designing comfortable socks. There's no need to chase fleeting trends; as long as we stay true to our original goal of protecting the environment and providing healthy care for feet, we will continue to gain recognition.
14 What are your top three (3) favorite things about the design industry?
Product design, packaging design, and listening to customer feedback.
15 What sets your design apart from others in the same category?
The main difference lies in our aim to reduce textile waste on Earth by creating a highly durable sock. Our design focuses on three core elements: odor resistance, perfect fit, and sustainability.
16 Where do you see the evolution of design industry going over the next 5-10 years?
Under environmental policies worldwide, people will lean towards better quality and more durable clothing to reduce textile waste. This means that designs will likely move away from chasing short-lived trends and towards simpler designs that remain wearable for longer periods. We need to focus not only on aesthetics but also on functionality in our designs.
17 What advice do you have for aspiring designers who want to create award-winning designs?
You must have unwavering belief in your ideas to create products with soul. Don’t aim to be number one; instead, focus on your original intention and design something that conveys a meaningful message—this is good design.
18 What resources would you recommend to someone who wants to improve their skills in the design industry?
Participate in competitions. The process can help you broaden your horizons and gain more inspiration.
19 Tell us something you have never told anyone else.
Every pair of our socks goes through 13 quality control procedures to ensure they meet the highest standards.
20 Who has inspired you in your life and why?
The insecurity, bullying, and social isolation caused by foot odor inspire me. If changing a pair of socks can solve these issues, how wonderful would that be? It’s a low-cost way to achieve high-value interpersonal relationships.
21 What is your key to success? Any parting words of wisdom?
Stay true to your beliefs and dare to use high-cost materials that others haven’t tried to make socks.
