BRAND PRESENTATION Spring / Summer 2017 - HELLO DISTRIBUTION
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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 “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 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!
COLL ABORATIONS
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) Minecraft (14)
Ellen Unwerth 2) ADIDAS - Matchplay (15) 1. 2.
Royal Enfield (3) KEDS (16)
Billionaire Boys Club (4) Happy Socks by Giles Deacon
Snoop Bush (5) for the Elton John AIDS
WESC – Happy Campers (6) Foundation (17)
Manish arora (7) Jalouse
Komono (8) Paris Saint-Germain
Opening Ceremony (9) The Standard
Customized Rolex (10) Wood Wood
André (11) Wong Wong
Snarkitecture (12) Barneys NEW YORK
Be@arbrick (13) Colette and Kesselkramer
Miike Snow
3. 4.45. 6. 7. 8.
4
9.
8. 10. 11. 12.
11.13. 14.
15. 15.
12
16. 17.HOLIDAY
CAMPAIGNS
Happy Socks X Robert Rodriguez (1)
Happy Socks X Snoop Dogg (2)
1 2.
Happy Socks X Ellen Von Unwerth (3)
Happy Socks X David La Chapelle (4)
Happy Socks X Terry Richardson
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 every- day’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 expect- ations of men looking for a stylish, high quality dress sock.
ATHLETIC 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.comYou can also read
