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That sock that disappeared in the dryer? It’s b-a-a-a-ck before you even lost it. That’s why you have 3. Thanks to Throx, which is marketing socks in 3s.

It’s a good enough idea that I can’t be snarky about Throx’s goofy Website — except to point you over there to chuckle — but I can share my amusement over the founder who is named, yes, Edwin Heaven:

He has [written] and sold over a dozen screenplays, including the original  Howard the Duck … Recently, New Harvest, Don Johnson’s production company, optioned Edwin’s screenplay The Importance of Being RANDY.

Here’s Mr. Heaven on Donny Deutsch’s Big Idea, wearing an outfit worthy of pickup perp Mystery, being given politely-delivered brand advice from Madison Avenue types:

I learned about Throx from the most excellent Perfect Face blog which also introduced me to such lifestyle enhancers as Retro Game Wallpapers and chemical-free dryer satchels.