Stockholm-based hosiery brand Happy Socks opened its first US concept store on Friday in New York’s SoHo neighborhood. The tiny store is located at 436 West Broadway between Prince and Spring Streets and carries Happy Socks for men, women and kids.

The shop, which features an all-white décor to showcase the colorful merchandise, was opened in cooperation with the brand’s exclusive North American licensee, United Legwear Co LLC (UCL), a 15-year-old global manufacturer and distributor of socks and underwear.

“To open a store in New York–one of the greatest cities in the world–has been a long-time dream for us and United Legwear Co. has helped make that dream reality. It feels awesome,” says Viktor Tell, cofounder and creative director of Happy Socks. “We want to make NYC a bit happier!”

Happy Socks was founded in 2008 and its products are now sold in more than 50 countries. It has previously opened concept stores and temporary pop-up shops in Stockholm, London, Tokyo and Paris.