253. What happens when you bet on people the world overlooks?: The story of Standout Socks, with Co-founder and MD, Christian Laing

Nov 27, 2025

Christian Laing, the passionate Co-founder and MD of Stand Out Socks, shares his inspiring journey of creating paid employment for people with Down syndrome and learning disabilities. He discusses challenging misconceptions about capability and the importance of treating everyone with respect. Christian emphasizes the need for ethical employment over charity models, advocating for fair pay and meaningful roles. The conversation highlights the emotional weight families carry and the potential for broader change in workplace culture.

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ANECDOTE

From Family Project To National Movement

Christian started Stand Out Socks to get paid work for his brother Ross after COVID isolation revived Ross's confidence.
A small vintage side-hustle quickly became a mission that later reached Manchester United, Dragon's Den and Tesco.

ANECDOTE

Persistence Opened Dragon's Den

Christian describes using persistence and a cheeky phone call to get onto Dragon's Den after an earlier rejection.
That exposure accelerated their growth and opened retail and partnership doors.

INSIGHT

Work Builds Pride And Representation

Stand Out views itself as a home where staff take pride and ownership in work, which builds confidence and community.
Visible representation shows younger families what is possible and reduces fear about Down syndrome futures.

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Welcome back to Truth, Lies & Work, the show where behavioural science meets workplace culture, brought to you by the HubSpot Podcast Network.

This week, Leanne sits down with Christian Laing, co-founder of Stand Out Socks and one of the most compelling voices in ethical employment today. Christian’s story began with something simple: wanting his younger brother Ross, who has Down syndrome, to have meaningful, paid work. What followed became a movement that is challenging an entire system built on unpaid labour, tokenism and decades of “this is just how it works.”

In this conversation, Christian talks honestly and openly about the early days, the struggle to keep the business alive, the moment he realised paid roles were possible, and the wider question he wants every leader to consider: What assumptions am I making about who is capable?

Stand Out Socks isn’t just a company. It’s an example of what work can look like when we remove red tape, build roles around people, and refuse to exploit those who’ve been overlooked for too long. Christian shares the reality of navigating misconceptions about Down syndrome, the emotional weight families carry, and why representation matters far beyond the product.

This is a raw, unedited conversation — the pauses matter, the honesty matters, and the humanity matters. It’s a reminder that culture isn’t built with slogans; it’s built with decisions.

If you’re a leader, a business owner, a hiring manager or a parent of someone with learning disabilities, this episode will stay with you.

In this episode

How Christian went from “someone should hire Ross” to “I’ll do it myself.”
Why meaningful, paid work transforms confidence, purpose and community.
How Stand Out Socks grew from one family’s challenge into a national mission.
The emotional reality behind inclusion — from joy to grief to rebuilding.
What leaders misunderstand about capability, opportunity and potential.
Why “creating space for someone to shine” is not charity — it’s leadership.

Links from the episode

Stand Out Socks: https://www.standoutsocks.co.uk
Christian on LinkedIn: https://www.linkedin.com/in/cdlaing/
Stand Out Socks on Instagram: https://www.instagram.com/standoutsocksuk
Stand Out Socks on TikTok: https://www.tiktok.com/@standoutsocks

Find us

LinkedIn (Podcast): https://www.linkedin.com/company/truthlieswork

Al Elliott: https://www.linkedin.com/in/thisisalelliott
Leanne Elliott: https://www.linkedin.com/in/meetleanne
Email: hello@truthliesandwork.com
Book a call: https://savvycal.com/meetleanne/chat

Wellbeing Support

Mind UK: https://www.mind.org.uk/information-support/
Samaritans: 116 123 or jo@samaritans.org