BR AND

PRESENTATION
FALL / WINTER 2015
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: theres 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 every-
thing 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 SDERLINDH - 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 they 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 worlds most prestigious department stores.

Some of our current retailers are: Opening Ceremony, Galeries Lafay-

ette, 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: http://happysockspress.tumblr.com/

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

 COLL ABORATIONS
HAPPY SOCKS SNARKITECTURE (1)
HAPPY SOCKS X SNOOP BUSH (2)
BILLIONAIRE BOYS CLUB X HAPPY SOCKS (3)
HAPPY SOCKS X MIIKE SNOW (4)
HAPPY SOCKS X WESC HAPPY CAMPERS (5)
MANISH ARORA (6)
1. 2.
HAPPY SOCKS X OPEN CEREMONY (7)
OPENING CEREMONY (8)
HAPPY SOCKS CUSTOMIZED ROLEX (9)
PARIS SAINT-GERMAIN BY HAPPY SOCKS (10)
KEDS (11)
BE@RBRICK (12)
MINECRAFT (13)
ADIDAS - MATCHPLAY X VIKTOR TELL (14)
JALOUSE (15)
THE STANDARD
HAPPY SOCKS BY GILES DEACON FOR THE ELTON JOHN AIDS FOUNDATION (16)
WOOD WOOD
WONG WONG
BARNEYS NEW YORK
COLETTE AND KESSELSKRAMER

3.
44. 5. 6. 7.

4
8. 9. 10. 11.
12. 13.

14. 15.
12 16.
 HOLIDAY
CAMPAIGNS
1. 2.
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)

3. 4.
3
 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 Sderlindh.

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 ex-
pansion 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 collec-
tions 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 avail-
able; all that a stones throw away from home!

Since 2012 Happy Socks have opened Pop up stores during Novem-
ber & December each year in the following cities:

AMSTERDAM MADRID
ANTWERPEN MELBOURNE
BANGKOK MILAN
BARCELONA MUNICH
BERLIN PARIS
BRASILIA PORTO
BRUSSELS PRAGUE
CAPETOWN SAO PAOLO
COLOGNE SINGAPORE
GOTHENBURG STOCKHOLM
HAMBURG TANUMSHEDE
HELSINKI TAIPEI
HONG KONG TALLINN
ISTANBUL TEL AVIV
KUALA LUMPUR VENICE
LIMA VIENNA
LISBOA WELLINGTON CITY
LONDON
THE FALL / WINTER
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.
 ATHLETIC
Launched in Spring Summer 2015, Athletic socks are a more dynamic-
friendly 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 Fall/Winter 2015 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.
 DRESSED

New for 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.
T HANK YOU!
www.happysocks.com
www.facebook.com/happysocks
Instagram: @happysocksofficial

sales@happysocks.com
press@happysocks.com