Happy Socks
Happy Socks is a Swedish brand founded in Stockholm in 2008 by Mikael Soderlindh and Viktor Tell. It is known for colourful printed socks, and also makes underwear and swimwear.
| Founded | 2008, Stockholm |
|---|---|
| Founders | Mikael Soderlindh and Viktor Tell |
| Stores | About 100 across 12 countries |
| Majority owner since 2017 | Palamon Capital Partners |
| Website | happysocks.com |
What is Happy Socks?
Happy Socks is a Swedish brand with its headquarters in central Stockholm. It was conceived in April 2008 by advertising executive Mikael Soderlindh and graphic designer Viktor Tell around colourful printed socks, which were first made in a Turkish factory and sold online at $10.
History
Retail stores followed, and the company now has about 100 stores across 12 countries, with offices in New York City (opened 2018) and Munich (2019). In 2017 the private equity firm Palamon Capital Partners acquired a majority stake. Alexander Meyer has been chief executive since 2023.
Products and positioning
The range includes socks, underwear, children's socks, athletic and men's dress socks, a fashion line called Hysteria, and swimwear, including slides, beach bags, towels and pool floats. The brand has run collaborations with Disney, The Beatles and The Rolling Stones, and calls itself the original colourful sock brand.
Distribution
Happy Socks sells through its own stores and online, and through retailers such as Amazon, Bloomingdale's and Nordstrom. It has closed its US online store and is moving away from running its own US e-commerce.
Frequently asked questions
Where is Happy Socks from?
Happy Socks is a Swedish brand headquartered in central Stockholm, founded in 2008.
Who founded Happy Socks?
Happy Socks was founded by advertising executive Mikael Soderlindh and graphic designer Viktor Tell.