The design on the sock it is usually made up by the machine. Can be a jacquard (two tones of colours), embroidered (plain sock with little design) or textured (same colour knitted design). But now the technology allow to print on the sock. It is quite an expensive procedure, because the sock has to be fixed in 7 points to the printing table and this is taking time, and time in our business means increasing of cost, but the result is quite nice.
Actually it is not a really new technology, as it is around since 1970, but with the new hardware and software, becomed more cost accesible.