Happy Socks is a Swedish manufacturer and retailer of socks and underwear. The company was created in with one vision in mind; turn an everyday accessory into a designed colourful item that also spreads happiness. In reaching this vision it aspires to maintain a rigid standard of ultimate quality, craftsmanship and creativity. Happy Socks was founded in 2008. In January 2017, Palamon Capital Partners acquired a majority share in Happy Socks, valuing the company at US$85.4 million. Currently, the company's products are sold in more than 90 countries and on every continent. Furthermore, Happy Socks has 22 stores outside of Sweden, in the US, UK, Spain, Japan, South Korea, India, Taiwan, and Australia. In addition, Happy Socks features an almost endless variety of models and designs, using a broad spectrum of colour combinations and original patterns.
Happy Socks was founded by Viktor Tell, who is the Creative Director, and Mikael Soderlindh, who is the CEO. Viktor worked as a graphic designer and an illustrator for several years before finding his place in the fashion world. Inspired by colourful, playful patterns and designs, he is influenced by the daily everything and nothing when designing the Happy Socks collections. His motto: "All play, no work" accurately shows what the label is all about, turning a simple and overlooked product into a fun, creative, expressive success story.
Mikael worked in the advertising industry for 10 years before he and long-time friend Viktor Tell started their Happy Socks adventure. After a decade of working in service, Mikael wanted to develop a product on a global market and build his own brand from A to Z; all driven by a clear strategy and business know-how. Integrating the corporate structure with a personal touch, Mikael runs Happy Socks by allowing creativity to evolve and grow without interference.
Currently, Happy Socks ensures that its suppliers have high standards by keeping close contact with all of them through regular visits and controls at all their factories. The meticulous care for detail allows Happy Socks to maintain and constantly develop its production processes and the product quality.
Furthermore, Happy Socks pays close attention to the production of its collections and only uses the best materials and the sharpest designs for its socks and underwear. All products are durable but they last longer if they are washed inside out and kept out of the tumble dryer.
This season, Happy Socks went on a world tour to showcase its latest collection in a variety of settings to symbolise the international growth of the brand. From Stockholm to Los Angeles or Tokyo, Happy Socks reflects on its worldwide presence by shooting this catalogue on multiple locations, throughout several time zones and through the lenses of a curated selection of multinational photographers.
The company claims that customers should be able to wear whatever socks they like, so all of the created socks are unisex. Furthermore, Happy Socks has three different types of underwear. Boxer briefs and boxers for men, and briefs for women.
Collaborations are also an important part of Happy Socks. In addition to trying to do good, the company wants to work with the best, most creative designers and corporations. Currently, it has already co-operated with Robert Rodriguez, Snoop Dogg, Barneys Coop, Adidas Originals and many others.
