BR AND PRESENTATION SPRING/SUMMER 2015

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1 BR AND PRESENTATION SPRING/SUMMER 2015

2 BRINGING HAPPINESS AND QUALITY TO EVERY CORNER OF THE WORLD"

3 THE BEGINNING Happy Socks started in the spring of Two friends had a vision: to spread happiness by turning an everyday essential into a colorful design piece with a rigid standard of ultimate quality, craftmanship and creativity. A concept now brought to perfection by the Happy Socks collective of creators. Today Happy Socks are sold in more than 70 countries across every continent. Happy Socks features an almost endless variety of models and designs, using a wide spectrum of color combinations and original patterns. Simply put: there s a pair of high-quality socks & underwear for every occasion, mindset and style.

4 THE FOUNDERS VIKTOR TELL - CREATIVE DIRECTOR OF HAPPY SOCKS Viktor worked as a graphic designer and illustrator for several years before finding his place in the fashion world. Inspired by colorful, 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 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.

5 THE IDEA With a strong brand image, Happy Socks sells a wide variety of fashion socks, underwear and accessories of the best quality. CORE VALUES We are: Happy, colorful, stylish, surprising, creative, personal and free. We are not: Slick, stiff or normal.

6 TARGET MARKET UNISEX GLOBAL PLAYFUL YOUNG AT HEART OUTGOING OUR TARGET GROUP IS HIGHLY VERSATILE Happy Socks can be found on pretty much anyone - hipsters, business men/women, kids, grandparents... you name it. It is for people who love colour. Happy Socks will always be there for everyone who wishes to give color to an everyday essential.

7 TRENDS The trend of making a statement with colorful socks has become global. As Happy Socks was the first fashion sock brand out there, becoming a market leader in a segment they created, you can now see all traditional sock producers are creating colorful socks; none as original, unique and fashionable as Happy Socks.

8 OUR SUCCESS Happy Socks has become an instant success in countries across all continents.we are available in more than 7000 top fashion apparel boutiques in more than 70 different countries, besides being sold in the world s most prestigious department stores. Some of our current retailers are: Opening Ceremony, Galeries Lafayette, Selfridges, Lane Crawford, Isetan, Kitson LA and colette.

9 PRESS Happy Socks is very popular in press and has been written about in most major publications across the globe. Happy Socks has also achieved to engage enthusiastic followers in the blogosphere and on social networks. We have remained in the spotlight of the international fashion medias, making our products the last detail in colorful fashion and a lasting favorite among style-hungry trendsetters. With knowledge and directions from the in-house PR manager, we are running a successful PR machinery with local PR agencies to secure our presence in global publications both through blogs and social networks. For the most recent updates, visit:

10 Gwen Stefani Violet Affleck JG Levitt CELEBRITIES Happy Socks has been spotted on happy feet across the globe and among them a few famous faces carrying around their daily lives wearing happy patterns and happy colors. Paris Hilton Sarah Jessica Parker Zac Efron Jared Leto Eve Jessica Alba

11 COLLABORATIONS HAPPY SOCKS SNARKITECTURE (1) HAPPY SOCKS X MIIKE SNOW (2) HAPPY SOCKS X WESC HAPPY CAMPERS (3) HAPPY SOCKS X OPEN CEREMONY (4) HAPPY SOCKS CUSTOMIZED ROLEX (5) MANISH ARORA (6) PARIS SAINT-GERMAIN BY HAPPY SOCKS(7) OPENING CEREMONY (8) KEDS (9) BE@RBRICK (10) ADIDAS - MATCHPLAY X VIKTOR TELL (11) THE STANDARD HAPPY SOCKS BY GILES DEACON FOR THE ELTON JOHN AIDS FOUNDATION WOOD WOOD MINECRAFT (12) JALOUSE (13) WONG WONG (14) BARNEYS NEW YORK COLETTE AND KESSELSKRAMER

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14 HOLIDAY CAMPAIGNS 1 HAPPY SOCKS X SNOOP DOGG (1) HAPPY SOCKS SHOT BY TERRY RICHARDSON (2) DAVID LACHAPELLE FOR HAPPY SOCKS (3) 2 3

15 HAPPY SOCKS STORES In August 2010, Happy Socks opened its first concept store in Stockholm, Sweden. The store is located in the heart of the most vibrant area and popular shopping district in Stockholm. The store was designed by Happy Socks founders Viktor Tell and Mikael Söderlindh. Two years later, Happy Socks opened its second shop in Shibuya, Tokyo. To develop and install the concept, Japan was chosen as it is the perfect country for true retail experience and a key market to continue the expansion of Happy Socks directly operated retail. The next major shop opening was in New York City. A SoHo Concept Store opened on April 1st 2013, between Prince and Spring Street. Following the above successes, and in order to protect the position as market leader within fashion socks, Happy Socks developed a plan to open flagship stores on strategically high image locations globally. Stores are now being opened across the globe. The concept stores are a modern, white space that acts as a perfect canvas for showing off all of the colorful Happy Socks products. Seasonal collections will be showcased along with colabs and boxed gift sets, bringing happiness and quality to every corner of the world. January 2015 there are 23 Happy Socks stores around the globe, represented in Sweden, US, UK, Japan, Taiwan, South Korea, Dubai and India. More to follow during the year to come!

16 POP UP STORES Each holiday season, Happy Socks aims to get local and closer to its consumers by opening up Pop Up Stores throughout the world. 1 2 The idea behind this project is to offer people the true Happy Socks experience and to gather in one location all ranges of products available; all that a stone s throw away from home! Since 2012 Happy Socks have opened Pop up stores during November & December each year in the following cities: AMSTERDAM (1) ANTWERPEN (2) BANGKOK BARCELONA (5) BERLIN (4) BRASILIA COLOGNE GOTHENBURG HAMBURG HELSINKI HONG KONG ISTANBUL KUALA LUMPUR LIMA LISBOA LONDON MELBOURNE MILAN (6) MUNICH PARIS / DEBELLEYME (3) PARIS / GARE DE L EST PARIS / ROI DE SICILE PARIS / RUE DE RENNES PORTO PRAGUE SAO PAOLO SINGAPORE STOCKHOLM / ARLANDA STOCKHOLM / GAMLA STAN STOCKHOLM / TÄBY CENTRUM TANUMSHEDE TAIPEI TALLINN TEL AVIV VENICE VIENNA WELLINGTON CITY

17 HAPPY SOCKS STORES U.S.A. Permanent store NETHERLANDS U.K. FRANCE 4 Pop-up stores PORTUGAL 2 Pop-up stores BELGIUM 2 Pop-up stores SWEDEN 1 Permanent store 5 Pop-up stores ITALY 6 Pop-up stores SPAIN 5 Pop-up stores AUSTRIA FINLAND GERMANY 7 Pop-up store DUBAI 1 Permanent stores ESTONIA Pop-up store CZECH REPUBLIC TURKEY INDIA 7 Permanent stores ISRAEL THAILAND MALAYSIA 2 Pop-up store HONG KONG 2 Pop-up store SOUTH KOREA 6 Permanent stores CHINA 4 Permanent stores JAPAN 2 Permanent stores PERU BRASIL AUSTRALIA NEW ZEALAND

18 THE SPRING / SUMMER 2015 COLLECTION Happy Socks creates two seasonal collections a year, Fall/Winter and Spring/Summer, including unisex socks, mens 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 interesting for a range of customers, from high end image boutiques to fashion and department stores. Happy Socks also offers special non seasonal products throughout the year.

19 ATHLE TIC Launching Spring/Summer 2015, Athletic socks are a more dynamicfriendly product specifically created with light compression, arch support and cushioned sole. Bringing more comfort no matter what. Exactly as Happy Socks renewed cotton socks to become a key component of modern day attire; the need to spice up the offer within sporty socks stands out. Through the clearly-labeled Athletic line, Happy Socks aims to apply the recipe that makes its global success to more dynamic socks, wearable in all kinds of activities. Skate, shoot some hoops or simply walk down the street in the comfort of Happy Socks Athletic. This new product is offered in a wide range of highly-recognizable Happy Socks patterns, combining practicality with style. Available in two sizes, & 41-46, Athletic are unisex products; available on at Happy Socks Concept Stores and worldwide retailers.

20 Happy Socks proudly presents the Spring /Summer 2015 Special- Special. With this dedicated line, the brand offers a series of exclusive designs to select retailers, Happy Socks concept stores and on HappySocks.com. The ten extraordinary designs, created specifically for Special Special, will bear their very own label. Since the initial launch in September 2013, Special Special has been updated seasonally with fresh styles and designs.

21 ACCESSORIES This collection offers a variety of items that are essential to a contemporary lifestyle, applied with the iconic Happy Socks patterns.

22 T HANK YOU!