BRAND PRESENTATION Spring / Summer 2016
BRINGING HAPPINESS AND QUALITY TO EVERY CORNER OF THE WORLD"
THE BEGINNING Happy Socks started in the spring of 2008. 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.
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.
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, personal and free. WE ARE NOT: Slick, stiff or normal.
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.
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 it created, you can now see all traditional sock producers are creating colorful socks; none as original, unique and fashionable as Happy Socks.
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.
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: happysockspress.tumblr.com
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.
COLLABORATIONS 1. 2. HAPPY SOCKS SNARKITECTURE (1) HAPPY SOCKS X SNOOP BUSH (2) HAPPY SOCKS X KOMONO (3) BILLIONAIRE BOYS CLUB X HAPPY SOCKS (4) HAPPY SOCKS X MIIKE SNOW (5) HAPPY SOCKS X WESC HAPPY CAMPERS (6) MANISH ARORA (7) HAPPY SOCKS X OPEN CEREMONY (8) OPENING CEREMONY (9) HAPPY SOCKS CUSTOMIZED ROLEX (10) HAPPY SOCKS & ANDRÉ (11) BILLIONAIRE BOYS CLUB X HAPPY SOCKS (12) BE@RBRICK (13) MINECRAFT (14) ADIDAS - MATCHPLAY X VIKTOR TELL (15) KEDS (16) HAPPY SOCKS BY GILES DEACON FOR THE ELTON JOHN AIDS FOUNDATION (17) JALOUSE PARIS SAINT-GERMAIN BY HAPPY SOCKS THE STANDARD WOOD WOOD WONG WONG BARNEYS NEW YORK COLETTE AND KESSELSKRAMER 3. 4.
45. 6. 7. 8. 8. 49. 10. 11. 12. 11.
13. 14. 12 15. 15. 17. 16.
HOLIDAY CAMPAIGNS HAPPY SOCKS X ROBERT RODRIGUEZ (1) HAPPY SOCKS X SNOOP DOGG (2) HAPPY SOCKS SHOT BY TERRY RICHARDSON (3) DAVID LACHAPELLE FOR HAPPY SOCKS (4) 1 2. 3. 4.
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. In September 2015, there are Happy Socks stores around the globe, represented in Sweden, US, UK, Japan, Taiwan, South Korea, Dubai, India and Spain. More to follow in the year to come!
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. 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 ANTWERPEN BANGKOK BARCELONA BERLIN BRASILIA BRUSSELS CAPETOWN COLOGNE GOTHENBURG HAMBURG HELSINKI HONG KONG ISTANBUL KUALA LUMPUR LIMA LISBOA LONDON LOS ANGELES MADRID MELBOURNE MILAN MUNICH PARIS PORTO PRAGUE SAO PAOLO SINGAPORE STOCKHOLM TANUMSHEDE TAIPEI TALLINN TEL AVIV VENICE VIENNA WELLINGTON CITY
SPRING / SUMMER 2016 COLLECTION Happy Socks creates two seasonal collections a year, Spring/Summer and Fall/Winter, 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.
ATHLE TIC Launched in 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 you do. The core idea behind Athletic is that it should be a new canvas for customers to express themselves just as they do with the cotton socks but through a more active-friendly sock. Skate, shoot some hoops or simply walk down the street in the comfort of Happy Socks Athletic. Available in two sizes, 36-40 & 41-46, Athletic are unisex products; available on www.happysocks.com, at Happy Socks Concept Stores and worldwide retailers.
Happy Socks is proud to present the Spring/Summer 2016 edition of Special Special. Through this dedicated line, the brand offers a series of exclusive designs to selected retailers, Happy Socks Concept Stores and on www.happysocks.com. The extraordinary designs, created specifically for Special Special, bear their own label. Special Special is updated seasonally with fresh styles and designs.
New since Fall/Winter 2015 is a range of more tailored socks. Referred to as DRESSED, this line was conceived with business attire in mind. This series was created specifically for men and therefore sees its length increased, sitting higher on the leg. Design-wise, colours and patterns have been discreetly arranged for a more subtle rendering and the black label adds a final touch of sophistication. On the quality side, DRESSED socks are long-lasting products created with a distinguished approach directed to customers expecting high- quality socks wearable with formal attire. DRESSED socks are made of mercerised Peruvian Pima Cotton. This exceptional cotton, produced along the northern coastal valleys of Peru in unique growing conditions, makes these socks highly resistant yet incredibly soft and silky. Available in two sizes, 39-42 & 43-46, DRESSED socks are available on www.happysocks.com, at Happy Socks Concept Stores and selected retailers worldwide.
THANK YOU! www.happysocks.com www.facebook.com/happysocks Instagram: @happysocksofficial Snapchat: thehappycrew sales@happysocks.com press@happysocks.com