Interview: Conscious Step Founder Prashant Mehta on a Gratitude Mindset and Educating “Conscious Consumers”

Entrepreneur and Conscious Step Founder Prashant Mehta opens up about his motivation for starting out, expansion plans and how to sell sustainably-produced socks with a purpose to consumers conditioned on low prices.

About Conscious Step

In 2012, entrepreneur Prashant Mehta founded Conscious Step, combining his experience in giving, finance and international relations to launch a brand of fashionable and fun socks that are sustainably produced and highlight good causes.

I discovered the Brooklyn-based brand at a fair trade market in Raleigh, North Carolina back in 2019 at a booth run by the nonprofit gift store Bull City Fair Trade. Over time, Conscious Step has become one of my favorite options for fun socks for guys and a stylish destination for men’s clothing. I’ve admired Prashant and his company for a while, and am grateful he made time to share his story with me in an interview.

Conscious Step collaborates with a number of nonprofit partners including Conservation International, National Alliance on Mental Illness, Habitat for Humanity, Oceana, Pollinator Partnership, Water.org, and DC’s World Central Kitchen to “beat childhood cancer,” “build homes,” “empower women,” “protect pollinators” and “restore oceans.”

My “rising sun” and “favorite florals” socks support finding a cure for cancer while my cute yellow socks with different faces helps benefit mental health organizations.

It’s pretty remarkable that the company is able to do everything it does — including qualifying for certifications and standards from Fairtrade Cotton, Global Organic Textile Standard (GOTS), Certified Vegan, and 1% for the Planet — while managing to deliver sustainably-produced soft, comfortable and stylish socks for under $20.

I asked founder Prashant Mehta to discuss his motivation for starting Conscious Step, about his biggest challenges and lessons learned, what other brands he admires, and what’s next for the company. The interview is lightly-edited for grammar and length:

Motivated by Giving Back and a Gratitude Mindset

I asked Prashant what motivated him to start the business more than a decade ago:

“When starting Conscious Step motivation came from a few places. Giving back was always associated with inner peace from a young age. No matter your challenge it helps keep a gratitude mindset. My lunch money came with a reminder to always give a little back.

“Seeing different shoe campaigns, celebrity marketing, and an appreciation for story telling all came to mind as well. We all have a cause that means something in a life with purpose.

“As the journey grew it became about a lot more than just giving back. The quality, designs, sourcing had to be special and represent the same alignment.

“As we grow, I continue to do my best to educate myself on certifications and the associated values of organic, fair trade, vegan, and aligned non-toxic practices.

“My journey has always been a natural desire to educate myself on modern quality and sustainability practices, while surrounding myself with people and organizations creating positive impact.”

I also asked Prashant about a lesson he’s learned that he would have liked to have told himself when he was starting out. He told me that his lesson to himself would be “to be mindful of who you surround yourself with. You move a lot faster in this world when you’re surrounded by the right people and energy.”

Targeting the “Conscious Consumer”

I asked Prashant what is his biggest challenge in selling sustainably-produced, slow-fashion socks that support good causes to a public that has been conditioned to seek out low prices. He told me that:

“Since starting its always been helpful to try to make the best possible product through the standards of our certifications and work backwards to cost.

“There are a lot of people in the world who align with our values and live off a smaller budget or have more important costs. We continue to strategize opportunities to connect to a wider audience as we grow.”

Getting Through to Those Conscious Consumers

The reality is that, whether folks consider themselves “conscious consumers” or not, people are inundated with sales pitches, email, ads and information, and it can be difficult for new brands to gain a foothold in someone’s sock drawer. I asked Prashant how Conscious Step gets through to customers and cut through all of the digital noise.

Prashant pointed to education as a main focus: “By educating our supporters on what they wear and how it creates a positive impact in many different ways – we hope to build on our momentum. Education, accessibility and product variety continue to be part of our focus  to align with the conscious consumer the best we can.”

More broadly, he also observed that, “it’s a core part of our mission to create value in the world and incorporate ways to be a part of a zero waste cycle.” He add that he thinks that “we live in a period where many people are more aware and conscious of their habits and what they are adding in their life.”

He suggests that “the level of products sourced without traceability in the supply chain or utilizing a code name for plastic eventually had to collapse. The sourcing issues aligned with concerning practices is a major issue and it’s only a matter of time where more people get behind fair trade and organic practices in their daily life.”

Conscious Step’s Unique Retail Partners

For me, it’s been novel to encounter Conscious Step’s socks in Fair Trade markets and zoos rather than at the mall. I asked Prashant about the company’s best retail channels that they rely on to approach customers.

He noted that Conscious Step’s partners range from museums. zoos, national parks, and a wide range of gift and eco friendly stores across the United States, Canada and Australia. “We enjoy partnering in locations with a bigger mission to educate and create awareness around aligned causes,” he said.

Conscious Step’s online retail partners include everyone from REI to Humankind Fair Trade, Fair Trade with Friends, Australia-based Flora & Fauna and Colgate University’s bookstore.

Collaborating with Nonprofit Partners

I asked Prashant how he goes about selecting and then collaborating with Conscious Step’s nonprofit and charity partners.

“We originally started with alignment for the [UN] Sustainable Development Goals,” he told me. “Today , we try to add 2-3 partners a year that we feel are having a positive impact on the modern world.” He notes that some partners willingly help with promotional initiatives, however there is no expectation on their end.   

What Are Other Sustainable Brands You Admire?

I asked Prashant to name another interesting fashion startup or innovative brand that he admires, which perhaps might pair well with Conscious Step’s socks.

Prashant pointed to Pangaia, which innovates to improve the sustainability of fashion — and makes tracksuits, t-shirts, activewear, outerwear and sneakers for men, women and kids. “I appreciate [Pangaia’s] branding, quality, and the emotional connection in their customer experience,” he said.

He also highlighted Thousand Fell’s sneakers, “which incorporate aloe vera like our sweatshirts.”

The Future of Conscious Step: More Creativity and Impact

Conscious Step has evolved since Prashant first founded the brand in 2012 and since I started wearing their socks in 2019.

The brand has expanded its product line into scented candles and sweatshirts. Prashant highlighted that Conscious Step’s sweatshirts feature a premium soft finish, 100% organic cotton, aloe vera pockets and a unique melange color blend and design. He also emphasized that, like their socks, each purchase gives back to a range of Conscious Step’s non-profit partners.

I asked Prashant what the future evolution of Conscious Step looks like for him, and what motivates him to continue moving forward.

He said that “we continue to find fun and comfortable ways to tell our partners stories. Our growing children’s and young adults collections feels like we’re bringing art and awareness into the lives of the younger generation.

“Having the opportunity to create value and creatively express yourself is something I never take for granted. Aligning with inspiring people, creative opportunities, and educating myself on current best practices toward solutions to our global challenges is a journey and space I’m proud to be a part of.” 

Conscious Step Coupons and Deals

At Conscious Step, you can get 20% off automatically at checkout when you bundle 5 or more pairs. That’s the same as buying 4 and getting 1 free.

Conscious Step also has great sales that see their socks discounted to as low as $11 or $12.