Turning wet feet frustration on construction sites into business venture

A Bristol-based construction site employee has turned an everyday workplace frustration into a business venture.

Enrico Milia, who worked as a gateman on construction sites around Bristol, dealt with wet conditions on a daily basis alongside on-site workers. The ordeal became routine – standing for hours in the rain, with mud-caked socks.

With first-hand experience of the problem, the gatekeeper has decided to take matters into his own hands – to develop socks with the help of manufacturers to withstand inclement weather patterns.

The idea quickly evolved into a business venture – Dryonsite, waterproof socks designed specifically for tradespeople working in wet environments.

A Bristol-based construction site employee has turned an everyday workplace frustration into a business venture

Since launching in November 2025, the product has gained traction organically.

Milia, who is savvy with social media, has already sold over 1,000 pairs – mainly driven through TikTok and word of mouth within the trade.

Speaking to Bristol24/7, Milia said: “The idea behind Dryonsite came directly from my time working on construction sites in Bristol.

“I was working as a gateman for a few years, spending long hours outside in all weather conditions.

“One issue kept coming up every single day – wet feet. It sounds like a small thing, but over a full shift it makes a big difference.

“Once your socks are wet early on, you’re dealing with discomfort for the rest of the day, especially in the kind of conditions we get in the UK where it can be wet year-round.”

He went on to describe how the product was developed.

“Like most people on site, I tried the usual things – thicker socks, doubling up, different brands. But nothing really solved the problem.

“Cotton socks just hold moisture, and even good boots aren’t always enough when you’re constantly around mud.”

But Milia points out that people do not always wear heavy boots – and even when they do, prolonged exposure can still cause discomfort.

“Waterproof boots are already on the market, but in reality, with how unpredictable the weather is in the UK, you don’t always have them on.

“And even when you do, if water manages to get in from the top or through prolonged exposure, that’s usually the end of it – once your feet are wet, they stay wet for the rest of the shift.

“After dealing with it day in, day out, I started thinking there had to be a better solution.

“That’s really where Dryonsite started. The idea was simple: instead of managing wet feet, stop water from getting in altogether.”

“After dealing with it day in, day out, I started thinking there had to be a better solution,” said Enrico Milia, founder of Dryonsite

Milia said the design is durable enough for daily use on site, with a tougher outer layer that can handle tough conditions, and a bright hi-vis finish so they fit naturally within construction environments.

Since launching in November, the response has been positive, which Milia attributes to getting the “right balance” in the composition of the socks.

He concluded: “We’ve seen strong traction on TikTok, where the product has resonated with people working in similar conditions.

Enrico Milia has already sold over 1,000 pairs since launching his venture in November 2025

“A lot of the feedback from tradespeople highlighted how much of a difference it makes simply staying dry throughout the day.”

All photos: Enrico Milia

Read next:

• Bristolian theatre director’s new play inspired by his experience as a general builder
• Family-owned construction firm marks milestone
• Bristol construction firm behind Isambard-AI wins top regional award