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soooo…… soft
These are very comfortable socks, but they do not last as long as they used to. The heels wear out much too quickly. I have purchased many of these over the years and have seen the difference in the quality.
I bought these to wear for work in safety shoes back in 2013, I still wear a few of them. The ones I bought just a few years ago are wore right through the heel. Something happened to your quality. I haven't bought any since.
They are still soft, but significantly thinner than the ones I have bought in the past. My wife and I compared the new sock to a 5-year-old Classic Crew that is still in very good shape. The difference is significant. I hope you fix this, since I haven't found any socks that are more comfortable.