Thorlo will place “Guaranteed for Your Lifetime” on the company’s packaging, effective September 1.

The sock manufacturer said in a statement, “While not stated explicitly, Thorlo has always replaced any product, at any time, for any consumer unhappy with our products. When your standard is ‘your feet will feel better or your money back,’ you have reached the highest bar of brand integrity. However, in the interest of clarity and explicit communication with our consumers, effective September 1, 2018, Thorlo packaging and policy will state that our products are “Guaranteed for Your Lifetime.

“This simple but profound statement is readily understood as well as easily communicated. So, while our behavior won’t change, our wording will. Core beliefs in our brands and their long-term integrity have been in our DNA since 1953. An explicitly stated lifetime guarantee is consistent with our known behavior, our core beliefs and our integrity with our consumers.”