In November 2013 Swedish sock brand Happy Socks will release a new collaboration with provocative photographer David LaChapelle. The successful sock brand has given the iconic photographer carte blanche to shoot nine different colourful and strong impact images and a movie that convey LaChapelle's own vision of the Swedish sock brand.
Happy Socks was born in 2008 and is now distributed in over 70 countries worldwide. The company has sold 10 million pairs of socks in 2013 and expects to double its sales by end 2014. It hit success thanks to a simple idea based upon fun, creativity and the desire for happiness. "In Sweden when you are meeting someone at home you usually take your shoes off. For this we thought we might transform the sock - from usual black basic items - into colourful and fun fashion pieces," comment founders and owners, CEO Mikael Söderlindh and creative director Viktor Tell. "We wanted to create a fun, affordable, good quality product that’s perfect for anyone who’s in love with design and colour."
Happy Socks offer two collections a year made up of 80-100 sock variants, available in two sizes - 36-40 and 41-46 and a smaller selection for kids, sold at €10 per pair or in special double pack at €16 at retail. The socks are produced in Turkey using Italian machinery.
The brand was an immediate success across all continents. The countries where it is most successful are the US, Japan, UK, Germany and Scandinavian countries. The socks are now available in more than 6000 top fashion apparel boutiques, as well as being sold in the world’s most prestigious department stores: Bloomingdales (US), Galeries Lafayette (FR), Isetan (JP), Selfridges (UK) as well as in retail stores such as Opening Ceremony (US & JP), Colette (FR), United Arrows (JP), Voo Berlin (DE), 10 Corso Como (IT & S. Korea). Happy Socks has also opened 14 monobrand stores, each measuring 20sqm. The brand has opened stores in the US, Japan, Hong Kong, Taipei and Dubai, and they hope to open stores in London, Paris and San Francisco by end 2014, as well as 30 additional pop-up-stores worldwide. The next market the brand wants to expand within is Italy, where they have just started operating, and are currently working with 60 top boutiques.
In addition to its collaboration with LaChapelle, Happy Socks has collaborated with Terry Richardson in 2011, Swedish/American band Miike Snow, WESC, Love Me, Rolex, Manish Arora, Keds, Adidas, Opening Ceremony, Be@rbrick, Giles Deacon for The Elton John Aids Foundation and Wood Wood. The brand has also recently created its own Pocket Collection offering mugs, iPad sleeves and iPhone covers, caps, bags and notebooks.