Sandeep PurewalIn Spring 2008, Mikael Söderlindh and Viktor Tell created Happy Socks, a colourful Swedish brand focussing on the rather overlooked fashion scene of socks. The brand has become the first and leading brand of design socks throughout the world, transforming an everyday essential into an exciting fashion statement.
According to co-founder Viktor, “Happy Socks successfully became a lifestyle brand, creating the entire segment of colourful design socks in almost every corner of the world since 2008.” He doesn’t exaggerate: Happy Socks are sold in over seventy countries worldwide, and are available on every continent.
The company are now back on the fashion scene with their new Autumn/Winter 2014 Underwear Collection. Co-founder Mikael states that: “We searched for the next item that could give someone a positive emotion when getting dressed. It turned out underwear complements our socks perfectly. The all-new Happy Socks Underwear is born carrying the same values of affordable creativity and quality.”
Happy Socks may have expanded rapidly, producing more than its signature socks, however the new collection is able to capture the core values and essence of the brand. The daring patterns and bright colours will brighten up any dreary Monday morning. The collection consists of men’s boxer briefs and boxers, as well as women’s underwear. The jersey boxer briefs are made of 95% cotton and 5% elastane, and are fitted for a slim look. The woven boxers, which are made of 100% cotton, have a fly opening and elastic waistband for a relaxed fit and casual look.
Both are available in a range of different colours and vibrant patterns, and have a suggested retail price of €19.95. The collection is now available on www.happysocks.com, or at Happy Socks Concept Stores, Pop Up Stores and retailers worldwide. You might not necessarily think that there is a pair of socks and underwear for every occasion and each unique style. That’s where Happy Socks will prove you wrong.