Happy Socks

Happy Socks began in April 2008, when Mikael Söderlindh, an advertising executive, and Viktor Tell, an illustrator and graphic designer, came up with the idea of colorful, printed socks. Three weeks later, production began in a Turkish factory. The socks launched at a price point of $10, and were initially sold on the company’s website. In the first year, Happy Socks' turnover was €1,000,000 (US$1,136,750). In 2016, the brand generated retail sales of $106.4 million.

In 2017, private equity firm Palamon Capital Partners acquired a majority stake in the company from Scope Growth III. At the time, they invested $81.2 million in Happy Socks stock, and Palamon invested about $4.5 million of growth capital.{{cite news |last1=Hughes |first1=Aria |title=Happy Socks Opens New Stockholm Headquarters |url=https://wwd.com/business-news/real-estate/happy-socks-stockholm-headquarters-10780822/ |accessdate=4 March 2019 |work=WWD |date=February 8, 2017}}

As of 2018, the brand had sold more than 40 million socks worldwide. Happy Socks expanded to produce underwear and kid's socks in 2014. In 2015, the company added an athletic collection aimed at sneaker wearers and a men's dress collection. In 2017, they launched Hysteria, a fashion collection of materials such as viscose, glitter, and nylon manufactured in Portugal and Italy.{{cite news |last1=Hughes |first1=Aria |title=Happy Socks Goes After Women |url=https://wwd.com/fashion-news/intimates/happy-socks-goes-after-women-10967156/ |access-date=4 March 2019 |work=WWD |date=August 28, 2017}} Happy Socks had previously been stocked in stores such as Barneys New York and Opening Ceremony; this new collection, designed by associate creative director Paula Maso,{{cite news |last1=Pina |first1=Tanisha |title=I Never Cared About 'Cute' Socks Until I Saw These |url=https://www.racked.com/2017/9/28/16370452/hysteria-happy-socks-brand |access-date=28 March 2019 |work=Racked |date=September 28, 2017}} moved Happy Socks into retailers such as Selfridges, John Lewis, Urban Outfitters, Tessuti,{{cite news |last1=Spybey |first1=Kat |title=Happy Socks to open UK flagship in London |url=https://www.drapersonline.com/news/happy-socks-to-open-uk-flagship-in-london/5066636.article |access-date=29 March 2019 |work=Drapers |date=November 26, 2014}} Bloomingdale’s, Galleries Lafayette, Voo Berlin, and 10 Corso Como.{{cite news |last1=Pavarini |first1=Maria Cristina |title=Happy Socks collaborate with David LaChapelle |url=https://www.sportswear-international.com/news/stories/Happy-Socks-collaborate-with-David-LaChapelle-7410 |access-date=29 March 2019 |work=Sportswear International |date=October 11, 2013}}

By the end of 2018, Happy Socks opened 100 concept stores in Paris, London, Barcelona, Los Angeles, Stockholm, and Tokyo. In December 2018, the brand opened its third shop in New York City.{{cite news |last1=Bell |first1=Jennie |title=Happy Socks Opens Its 100th Store in the Heart of Times Square |url=https://footwearnews.com/2018/business/retail/happy-socks-new-york-times-square-100th-store-1202716230/ |access-date=4 March 2019 |work=Footwear News |date=December 11, 2018}} In May 2019, Happy Socks opened a second Happy Socks store in Los Angeles.{{cite news |last1=Arden Chong |first1=Dale |title=Happy Socks opens new Creative Hub with second Los Angeles location |url=https://fashionunited.com/news/retail/happy-socks-opens-new-creative-hub-with-second-los-angeles-location/2019050127577 |access-date=4 May 2019 |work=Fashion United |date=May 1, 2019}}

Happy Socks began producing men's swim trunks in 2018.{{cite news |last1=Hughes |first1=Aria |title=Starrett-Lehigh: The Fashion Houses' Home FASHION INTIMATES Happy Socks Founders Map Out Expansion Strategy |url=https://wwd.com/fashion-news/intimates/happy-socks-founders-map-out-expansion-strategy-1202661854/ |access-date=4 March 2019 |work=WWD |date=April 27, 2018}} In Spring 2019, Happy Socks expanded the swimwear line to include a women's line, slider footwear, beach bags, towels, and pool floats. {{cite news |last1=Driver |first1=Robin |title=Happy Socks expands into swimwear for SS19 |url=https://hk.fashionnetwork.com/news/Happy-Socks-expands-into-swimwear-for-SS19,1087667.html#.XLC0t5hKhPY |accessdate=12 April 2019 |work=Fashion Network |date=April 10, 2019}}

In addition to its headquarters in central Stockholm, Sweden, the company opened an office in New York City in 2018, followed by an office in Munich, Germany, in January 2019.{{cite web |title=Happy Socks |url=http://www.oasiscapital.com.bh/portfolio_type/happy-socks/ |accessdate=29 March 2019 |website=oasiscapital.com}}{{Cite web |title=Happy Socks AB - Huvudkontor - Karlavägen 108, Stockholm |url=https://www.hitta.se/happy+socks+ab+huvudkontor/stockholm/fhnqqtdfh |access-date=2024-08-15 |website=hitta.se |language=sv-SE}}

In addition to the Happy Socks original line, the brand attracted several celebrities who collaborated on creative projects and sock designs. In 2013, David LaChapelle photographed the fall marketing campaign, which featured male and female dancers with socks.{{cite news |last1=Lipke |first1=David |title=David LaChapelle Lenses Happy Socks Campaign |url=https://wwd.com/business-news/media/happy-dance-7214351/ |accessdate=4 March 2019 |work=WWD |date=October 9, 2013}}

Film director Robert Rodriguez, known for El Mariachi, From Dusk Till Dawn, and the Spy Kids franchise, created “Sock 'Em Dead,” a short promotional movie starring Madison Davenport (From Dusk Till Dawn: The Series) as an actress making a vampire film who utilizes socks as a weapon. Danny Trejo and Wilmer Valderrama also star. Rodriguez's sock designs were vampires.{{cite news |last1=Solomon |first1=Dan |title=Experience The Terror Of Happy Socks In A Very Meta Short Film From Robert Rodriguez |url=https://www.fastcompany.com/3052500/experience-the-terror-of-happy-socks-in-a-very-meta-short-film-from-robert-rodriguez |accessdate=3 March 2019 |work=Fast Company |date=October 20, 2015}}

Video director Tim Erem partnered with Happy Socks to make a promotional video called "Happy Holidays" in 2018 that starred Pedro Pascal and was choreographed by Michael Rooney.{{cite news |last1=Binlot |first1=Ann |title=Watch 'Game Of Thrones' And 'Narcos' Actor Pedro Pascal Dance Into The Holiday Season With Happy Socks |url=https://www.forbes.com/sites/abinlot/2018/11/12/watch-happy-socks-and-game-of-thrones-and-narcos-actor-pedro-pascal-dance-into-the-holiday-season/#1217c8423bfb |accessdate=3 March 2019 |work=Forbes |date=November 12, 2018}}

Marking its 10th anniversary in 2018, Happy Socks released designs that paid tribute to Andy Warhol, a collaboration with recording artist Wiz Khalifa, and a second series with The Beatles, celebrating the 50th anniversary of the group's film, Yellow Submarine. In addition, the company has collaborated with the Elton John AIDS Foundation and released Keith Haring socks and underwear.{{cite news |last1=McBain |first1=Amelia |title=The Happy Socks Founders Embrace 'Love For All' With Keith Haring |url=https://www.out.com/out-exclusives/2018/4/27/happy-socks-founders-embrace-love-all-keith-haring |accessdate=4 March 2019 |work=Out Magazine |date=April 27, 2018}}

Happy Socks has done collaborations with celebrities, brands, and musicians such as Iris Apfel, Ellen Von Unwerth, André Saraiva; Adidas, Pharrell's Billionaire Boys Club, and Giles Deacon; A$AP Rocky, Miike Snow, Steve Aoki, Snoop Dogg{{cite news |last1=Binlot |first1=Ann |title=Happy Socks Turns 10 After Collaborations With Iris Apfel, Snoop Dogg, A$AP Rocky, The Beatles |url=https://www.forbes.com/sites/abinlot/2018/05/09/happy-socks-turns-10-after-collaborations-with-iris-apfel-snoop-dogg-aap-rocky-the-beatles/#18bf89ad4877 |accessdate=1 April 2019 |work=Forbes |date=May 9, 2018}} and Rolling Stones.{{cite news |last1=Sahai |first1=Fred |title=A Stones Rocker for Each Pair of Socks from their Happy Socks Collab |url=https://www.lofficielusa.com/fashion/rolling-stones-happy-socks-2019 |accessdate=1 April 2019 |work=L'Officiel |date=March 8, 2019}}

In April 2019, Happy Socks released a short film collaboration with David Hasselhoff called "The Hoff's Day Off," which includes swimwear in colorful prints and summer accessories for men and women.{{cite news |last1=Soo Hoo |first1=Fawnia |title=A BONKERS CHAT WITH DAVID HASSELHOFF ABOUT HOFF MERCH AND HIS STARRING ROLE IN THE HAPPY SOCKS SUMMER CAMPAIGN |url=https://fashionista.com/2019/04/david-hasselhoff-happy-socks |accessdate=12 April 2019 |work=Fashionista |date=April 9, 2019}} Hasselhoff stars in the accompanying video campaign.{{cite news |last1=DeAcetis |first1=Joseph |title=David Hasselhoff Stars In Happy Socks First Swim Collection Celebrating A Carefree Heart Of Summer |url=https://www.forbes.com/sites/josephdeacetis/2019/04/09/david-hasselhoff-stars-in-happy-socks-first-swim-collection-celebrating-a-carefree-heart-of-summer/#38acf0e453ef |accessdate=12 April 2019 |work=Forbes |date=April 9, 2019}}

In 2020, Happy Socks released a collection of '80s Mickey Mouse-themed socks in collaboration with Disney. This collaboration returned in 2021, when Happy Socks released a second series of socks featuring Disney's Sensational Six characters: Mickey and Minnie Mouse, Daisy and Donald Duck, Goofy, and Pluto.{{Cite web |date=2021-08-25 |title=The Sensational Six Meet the 1980s for Second Happy Socks x Disney Collaboration |url=https://www.laughingplace.com/w/articles/2021/08/25/sensational-six-happy-socks-x-disney-collection/ |access-date=2024-08-15 |website=LaughingPlace.com |language=en-US}} The same year, the company also released a Pippi Longstocking collection, a Zandra Rhodes collaboration, and a series of Monty Python socks.{{Cite web |title=Pippi Longstocking socks - 4-pack |url=https://www.astridlindgren.com/no/pippi-longstocking-socks-4-pack-100438?srsltid=AfmBOorSHw5uGhAYng85iayu3zEhoCd3FfS7iDFVswMqelE_DMLxvmPq |access-date=2024-08-15 |website=www.astridlindgren.com |language=en-GB}}{{Cite web |last=Feitelberg |first=Rosemary |date=2021-04-06 |title=Zandra Rhodes Seeing Only Blue Skies With Happy Socks |url=https://wwd.com/feature/zandra-rhodes-happy-socks-1234792929/ |access-date=2024-08-15 |website=WWD |language=en-US}}

In 2022, Happy Socks collaborated with several entities, such as The Smiley Company, WWF, and Studio Barnhus.{{Cite web |last=Blomquist |first=Christopher |date=2022-02-22 |title=DOUBLE HAPPINESS: INTRODUCING HAPPY SOCKS X SMILEY |url=https://mr-mag.com/double-happiness-introducing-happy-socks-x-smiley/ |access-date=2024-08-15 |website=MR Magazine |language=en-US}}{{Cite web |last=Sverige |first=W. W. F. |date=2022-09-07 |title=WWF och Happy Socks ger ut kollektion som hyllar naturen |url=https://www.wwf.se/nyheter/wwf-och-happy-socks-ger-ut-kollektion-som-hyllar-naturen/ |access-date=2024-08-15 |website=Världsnaturfonden WWF |language=sv-SE}}{{Cite web |last=Salmson |first=Lo |date=2022-05-18 |title=Studio Barnhus & Happy Socks går ihop för nytt samarbete + släpper singel |url=https://dopest.se/studio-barnhus-happy-socks-kollektion-lsb/ |access-date=2024-08-15 |website=Dopest |language=sv}}

In 2023, Happy Socks once again released a collection of The Beatles socks.{{Cite magazine |last=Lonsdale |first=John |date=2023-09-13 |title=Come Together Over the Happy Socks x Beatles Collaboration Sale |url=https://www.rollingstone.com/product-recommendations/lifestyle/buy-beatles-happy-socks-collection-online-1234605427/ |access-date=2024-08-15 |magazine=Rolling Stone |language=en-US}} The same year, the company also released a Simpsons collection and a Star Wars collection.{{Cite magazine |last=Lonsdale |first=John |date=2023-02-21 |title='The Simpsons' Gets its Own Colorful Happy Socks Collection, Just in Time for Spring |url=https://www.rollingstone.com/product-recommendations/lifestyle/happy-socks-the-simpsons-collection-1234683533/ |access-date=2024-08-15 |magazine=Rolling Stone |language=en-US}}{{Cite web |last=Battle |first=Taylor |date=2023-09-18 |title=Happy Socks' Star Wars Collection Is What You Must Have, My Young Padawan |url=https://thepopinsider.com/happy-socks-star-wars-collection/ |access-date=2024-08-15 |website=The Pop Insider |language=en-US}}

In 2024 the company engaged in several collaborative efforts, including Awake NY, Rebel Walls, Elton John, The Beatles, and The Rolling Stones.{{Cite web |date=2024-05-21 |title=Awake NY x Happy Socks Revive the '80s Gym Sock for New Collaboration |url=https://hypebeast.com/uk/2024/5/awake-ny-happy-socks-athletic-sock-collaboration |access-date=2024-08-15 |website=Hypebeast}}{{Cite web |title=Rebel Walls x Happy Socks {{!}} A Wallpaper Collab |url=https://rebelwalls.com/happy-socks?srsltid=AfmBOoohdwDvF43-xqeyjzL0DbdKpTOZ0BbJuc3hwjw5c9L60LDGr8v- |access-date=2024-08-15 |website=rebelwalls.com}}{{Cite magazine |last=Johnston |first=Rylee |date=2024-03-05 |title=Elton John Wants You to Be 'Unapologetically Yourself' In New Happy Socks Collection |url=https://www.billboard.com/culture/product-recommendations/elton-john-happy-socks-collection-buy-online-1235622464/ |access-date=2024-08-15 |magazine=Billboard |language=en-US}}{{Cite magazine |last1=Johnston |first1=Tim Chan,Rylee |last2=Chan |first2=Tim |last3=Johnston |first3=Rylee |date=2024-05-21 |title=Happy Socks' Rolling Stones Collection Is Back In Stock Just in Time for Father's Day |url=https://www.billboard.com/culture/product-recommendations/happy-socks-sale-beatles-rolling-stone-9559465/ |access-date=2024-08-15 |magazine=Billboard |language=en-US}}

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• List of sock manufacturers

{{reflist}}

• {{Official|https://www.happysocks.com/uk/}}

Category:Clothing companies of Sweden

Category:Companies based in Stockholm

Category:Socks

Category:Hosiery brands