BRAND PRESENTATION

Spring / Summer 2017

“BRINGING HAPPINESS AND COLOR
TO EVERY CORNER OF THE WORLD"
 OUR STORY
Happy Socks began in 2008 when friends Mikael Soderlindh and Viktor
Tell had a vision: to spread happiness by turning an everyday essential
into a colorful design piece with a rigid standard of ultimate quality,
craftsmanship and creativity. This concept is now brought to life by
the Happy Socks collective of creatives.

Positioning itself as “the playful pioneer” of the sock world, Happy

Socks has taken what was once regarded as a clothing item unworthy
of creativity and transformed it into a canvas of endless possibility.
Featuring an extensive variety of models and designs in a wide
spectrum of color combinations and patterns, there’s a pair of high
quality socks and underwear for every occasion, mindset and style.

Collaborations are a vital part of Happy Socks’ DNA and the brand has
worked with inspirational brands and fgures including Adidas, Pharell
Williams’ Billionaire Boys Club, Snoop Dogg, Iris Apfel, Robert
Rodriguez and David LaChapelle.

Today, Happy Socks products are sold in more than 90 countries

and on every continent. It has Concept Stores all around the world,
from LA to Tokyo, and is present in more than 10,000 top fashion
apparel boutiques.
 THE FOUNDERS

VIKTOR TELL - CREATIVE DIRECTOR OF HAPPY SOCKS

Viktor worked as a graphic designer and illustrator for several years

before fnding his place in the fashion world. Inspired by colorful,
playful patterns and designs, he is infuenced by the daily “every-
thing 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 SÖDERLINDH - CEO OF HAPPY SOCKS

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 the service business, 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.
 THE IDEA

With a strong brand image, Happy Socks sells a wide variety of fashion
socks and underwear of the best possible quality.

CORE VALUES

WE ARE:
Happy, colorful, stylish, surprising, creative, unique and free.

WE ARE NOT:
Slick, stiff or normal.
 TARGET MARKET

Unisex
Global
Playful
Young at heart
Outgoing

OUR TARGET GROUP IS EXTREMELY BROAD

Happy Socks products are worn by pretty much everyone: hipsters,
business men/women, kids, grandparents…you name it, they wear
it! It’s for people who love color, and will always be there for people
who want a colorful everyday essential.
 T REND S

Making a statement by wearing colorful socks has become a

global trend.

Happy Socks was the frst fashion sock brand, and is now a
market leader in a segment it created. Other traditional sock
producers have begun creating colorful socks, but none as
original, unique and fashionable as ours.
 OUR SUCCESS
Happy Socks has become an instant success in countries across all
continents. We are available in more than 10 000 top fashion apparel
boutiques in more than 90 different countries, and our products are
sold in some of the world’s most prestigious department stores.

Our current retailers include: Opening Ceremony, Galeries Lafayette,

Selfridges, Lane Crawford, Isetan and Colette.
 PRESS
Happy Socks is very popular with the press and has been written about
in most major publications across the globe. We have also successfully
engaged enthusiastic followers in the blogosphere and on social
networks.

We have remained in the spotlight of the international fashion media,

positioning our products as a crucial detail in colorful fashion and an
enduring favorite with style-hungry trendsetters.

With the experience and direction of our in-house PR manager, we

run a successful PR strategy with local PR agencies to secure our
presence in global publications both through blogs and social networks.

For the most recent updates, visit: happysockspress.tumblr.com

 SOCIAL MEDIA

Happy Socks has a dedicated in-house team focusing solely on

communication in social media across all markets to raise and
strengthen brand awareness and image.

We have successfully engaged enthusiastic followers in the

blogosphere and on social channels, increasing our organic reach
by working closely with a growing network of 6000 infuencers
around the world.

HAPPY SOCKS IS PRESENT ON THE FOLLOWING CHANNELS:

Facebook: HappySocks
Instagram: @HappySocks
Tw i t t e r : @HappySOffcial
Yo uTu b e: HappySocks
SnapChat: TheHappyCrew
Pinterest: HappySOffcial
Wechat: happysocksoffcial
 CELEBRITIES
Happy Socks are regularly spotted on happy feet across the globe.
Among them a few famous feet have been snapped wearing Happy
Socks as they go about their daily lives!
 COLL ABORATIONS

Carefully selected, each collaboration aims to increase the strength

of Happy Socks within the industry, maintaining its position as the
leader of the segment. Happy Socks has collaborated in the past
with following:

Iris Apfel (1) Minecraft (14)

Ellen Unwerth 2) ADIDAS - Matchplay (15 ) 1. 2.
Royal Enfeld (3) KEDS (16)
Billionaire Boys Club (4) Happy Socks by Giles Deacon
Snoop Bush (5) for the Elton John AIDS
WESC – Happy Campers (6) Foundation (17 )
Manish arora (7) Jalouse
Komono (8) Paris Saint-Germain
Opening Ceremony (9) The Standard
Customized Rolex (10) Wood Wood
André (11) Wong Wong
Snarkitecture (12 ) Barneys NEW YORK
Be@arbrick (13) Colette and Kesselkramer
Miike Snow

3. 4.
45. 6. 7. 8.

4
8.
9. 10. 1 1. 1 1.
12.
13. 14.

15. 15.
12
16. 1 7.
 HOLIDAY
CAMPAIGNS

Happy Socks X Robert Rodriguez (1)

Happy Socks X Snoop Dogg (2)
Happy Socks X Ellen Von Unwerth (3) 1 2.
Happy Socks X David La Chapelle (4)
Happy Socks X Terry Richardson

3. 4.
 HAPPY SOCKS STORES

Since opening the doors of its frst Concept Store in 2010, Happy
Socks has quickly expanded its international store presence. We
currently have 28 stores worldwide, and by the end of 2017 will
have over 60 in countries including Japan, India, America, Sweden
and the UK.

POP UP STORES

Each holiday season, Happy Socks aims to increase its local

presence and get closer to its consumers by opening Pop Up Stores
throughout the world. The idea behind this project is to offer people
the true Happy Socks experience and to offer the complete range
of our products in one location. Our Pop Up stores are present in
major cities around the world, from Amsterdam and Barcelona to
Kuala Lumper and Wellington City.
 SPRING/SUMMER
2017 COLLECTION

Happy Socks releases two seasonal collections a year: Spring/Summer

and Fall/Winter. Each collection is made up of unisex socks, men’s and
ladies’ underwear, kids and accessories.

Fall/Winter is released in July.

Spring/Summer is released in January.

The price and variety of products makes Happy Socks appealing to a

range of customers, from high-end image boutiques to fashion and
department stores.

Happy Socks also offers special non-seasonal products throughout

t h e y e a r.
 MAIN COLLECTION
The Spring/Summer 2017 Main Collection consists of the original and
key Happy Socks product: the Combed Cotton socks. Unisex, these
socks are available in a variety of designs, from solids to more
advanced patterns and colors. Combed Cotton socks are made of the
best quality material to ensure comfort and longevity.

This season, the main collection introduces new designs, alongside key
refreshed best-sellers. Spring/Summer 2017 was inspired by every-
day’s everything and nothing gathered from travels around the globe.
 KIDS
Happy Socks offers its colorful design socks in children sizes, using a
modified color palette that fits the sophisticated, stylish needs of kids
today. Designs reflect the bright, pattern-driven aesthetic of Happy
Socks adult line.
 UNDERWEAR
Happy Socks - Underwear- Fall / Winter 2016

Happy Socks Underwear comes in a variety of key patterns and

colors. Bringing happiness and quality to every corner of your
underwear drawer. The Happy Socks Underwear collection holds
Trunks, Boxer Briefs with button fy, Briefs and Boxers for men.
For women, there are Hipsters and Mesh Hipsters. All styles are
available in a variety of successful Happy Socks designs - from
Big Dot to Optic- as well as new, seasonal patterns for
Spring/Summer 2017.
Happy Socks’ elegant Dressed collection offers men a more
tailored option from their favourite sock brand. Created
specifcally for men and conceived with smarter wear in mind,
the length has been increased so the socks sit higher on the
leg. Colors and patterns are more discreetly arranged than the
Main Collection, with a black label providing a sophisticated
fnishing touch.

Made from mercerized pima cotton produced in unique growing

conditions along the northern coastal valleys of Peru, durable
Dressed socks are highly resistant but still incredibly soft and
silky. The exceptional result is designed to match the expect-
ations of men looking for a stylish, high quality dress sock.
 AT HL E T I C

Developed for a sportier look, the Athletic line is designed with

more active Happy Socks consumers in mind. With light compression,
arch support and a cushioned sole, the cotton socks provide a secure
and snug ft for people who like to move.

The core idea behind this comfortable line is to provide a canvas for
customers to express themselves as they do with the combed cotton
socks, but through a more active-friendly sock. Perfect for wearing
while shooting hoops, skating, or even just heading to and from the
gym, the Athletic line provides yet another fun way
to style Happy Socks!
THANK YOU!

www.happysocks.com
www.facebook.com/happysocks
Instagram: @happysocks
Snapchat: thehappycrew

sales@happysocks.com
press@happysocks.com