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 figures 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 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, 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.
TRENDS Making a statement by wearing colorful socks has become a global trend. Happy Socks was the first 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 influencers around the world. HAPPY SOCKS IS PRESENT ON THE FOLLOWING CHANNELS: Facebook: HappySocks Instagram: @HappySocks Twitter: @HappySOfficial YouTube: HappySocks SnapChat: TheHappyCrew Pinterest: HappySOfficial Wechat: happysocksofficial
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!
COLLABORATIONS 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) Ellen Unwerth 2) Royal Enfield (3) Billionaire Boys Club (4) Snoop Bush (5) WESC Happy Campers (6) Manish arora (7) Komono (8) Opening Ceremony (9) Customized Rolex (10) André (11) Snarkitecture (12) Be@arbrick (13) Minecraft (14) ADIDAS - Matchplay (15) KEDS (16) Happy Socks by Giles Deacon for the Elton John AIDS Foundation (17) Jalouse Paris Saint-Germain The Standard Wood Wood Wong Wong Barneys NEW YORK Colette and Kesselkramer Miike Snow 1. 2. 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 X Ellen Von Unwerth (3) Happy Socks X David La Chapelle (4) Happy Socks X Terry Richardson 1 2. 3. 4.
HAPPY SOCKS STORES Since opening the doors of its first 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 the year.
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 everyday 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 fly, 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 specifically 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 finishing 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 expectations of men looking for a stylish, high quality dress sock.
ATHLE TIC 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 fit 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