During my college days in the UK, when I traveled the London Underground, I often spotted men in funky socks. It struck me even more because these men were in formal wear, sporting socks with characters like Tweety bird, Donald Duck and the like. It was only later, that I found out that this is a style typical of the French, who are known for their quirky leg attire.
When I first learnt about Happy Socks, I was certain it was a French brand. I was mistaken. The company, infact is from Sweden, and was founded by Mikael Soderlindh and Viktor Tell in 2008. Viktor, who is the co-founder and creative director, has a background in graphic design, whereas Mikael has expertise in communication and events.
Apparently, the Swedish have a tradition too, when it comes to their socks. The interesting custom in Sweden is that because of the rough winters, one is expected to remove their shoes at a person’s home and hang out in socks. You can’t be seen in socks with holes in them, or plain boring ones.
Going beyond this, the founders felt socks as an item of clothing never stood its own. It was always marketed as accessories by brands, but was never really a focus. Realising the gap in the market, the founders decided to launch a brand that was exclusively focused on socks.
I love how creative the brand gets with their designs, often collaborating with brands and celebrities. Some of the big names they have teamed up with include Indian designer Manish Arora, Paris based Colette and KesselsKramer, and Candycrush. Their most recent one is Snoop Dogg. The designs, all of which are conceptualized under Viktor in Sweden says, “I do not draw inspiration from other designers but instead the everyday life – my travel, friends etc”.
In less than a decade, the brand has expanded its reach to over 70 countries and distributed in 6000 plus stores. You can also purchase their socks for both adults and kids online.
The brand is sponsoring a series of giveaways every week. Check back on our Facebook page for regular updates. To win a free sock this week, like our Facebook page and tell us what prints you would like to see on Happy Socks.
{Photos by Happy Socks}
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