brand presentation

BRAND
PRESENTATION
CHAPTER #SIX
“BRINGING HAPPINESS AND QUALITY
TO EVERY CORNER OF THE WORLD"
THE
BEGINNING
It started under the cloud-ridden April sky of yet another belated Swedish spring
in 2008. Two friends had a vision: a vision to spread happiness by turning an
everyday essential into a colourful design piece with a rigid standard of ultimate
quality, craftsmanship and creativity. It’s a concept brought to perfection by the
Happy Socks collective of creators.
Today Happy Socks are sold in more than 70 countries and on every continent.
The CHAPTER #SIX collection of socks features an almost endless variety of
models and designs, crossing a wide spectrum of colour combinations, materials
and textures.
Simply put: there’s a pair of high-quality socks 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 colourful, playful patterns and designs,
he is influenced by the daily “everything 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 high fashion socks,
tights and accessories of the best quality.
CORE
VALUES
We are: Happy, colourful, 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 people,
fashionistas and fashionistos, the sneaker lovers, you name it. Happy Socks is
for people who love colour. We will always be there for everyone who wishes to
give colour to an everyday essential.
TRENDS
There is a strong trend among early Happy Socks adopters and followers of wearing fashionable, colourful and personal socks. But Happy Socks is reaching out to
the bigger crowd.
The trend of making a statement with colourful socks has become global.
As Happy Socks was the first fashion socks brand out there, becoming a market
leader in a segment they created themselves, you can now see all traditional
sock producers are creating colourful socks, but none of them are even close
to reaching the fashionable level of Happy Socks.
OUR
SUCCESS
Happy Socks has become an instant success in countries across all continents.
We are available in more than 6000 top fashion apparel boutiques in more than
70 different countries, besides being sold in the world’s most prestigious department stores: BLOOMINGDALES (US), GALERIES LAFAYETTE (FR), ISETAN (JP),
DAVID JONES (AU) & BIJENKORF (NL), SELFRIDGES (UK), LANE CRAWFORD (HKG
& BEIJING), LE BON MARCHE (FR).
Some of our other retail accounts include: OPENING CEREMONY (US & JP),
COLETTE (FR), PRESENT (UK), OKI-NI (UK), M69 (ES), TOMORROWLAND (JP), SOLO
(SWE), UNITED ARROWS (JP), KITSON LOS AN- GELES (US), UNITED ARROWS (JP),
Voo Berlin (DE), CORSO COMO (IT & S.KOREA), ASOS (Online) and BARNEY’S COOP
(US).
The first pair of Happy Socks was sold August 20th 2008. Since then, more than
15 million pairs have been sold.
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 socks
the last detail in colourful fashion and a lasting favourite 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: www.inthepress.happysocks.com
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 colours.
COLABS
HAPPY SOCKS SHOT BY TERRY RICHARDSON (4)
HAPPY SOCKS BY DAVID LACHAPELLE (1)
On September 23rd 2011, Terry Richardson gathered a crew of New York’s coolest to shoot under happy conditions. Stylist / fashion editor Mel Ottenberg and
designer Adam Selman created an impressive series of looks based on Happy
Socks’ Chapter #FOUR collection, turning Happy Socks into pants, sweaters,
tops, even bunny ears and a bow tie to reflect the personality of each subject.
Creative Director Jen Brill brought her impeccable sensibility and vision to the
project. The campaign features a Who’s Who of up and coming talent, personally
selected by Richardson and Brill.
For its latest co-lab, featuring David LaChapelle, Swedish brand Happy Socks has
pretty much skipped the co and gone all the way with lab. The photographer, well
known for his provocative style, was given a carte blanche to do whatever he wanted
with the socks – something that could, presumably, make most marketing people
a little nervous. Happy Socks, however, don’t see it like that.
The line -up includes ASAP Rocky, Sky Ferreira, Ashley Smith, Action Bronson,
Camille Rowe, Braydon Szafranski, Physical Therapy, Maluca Mala and Mykki
Blanco. The outcoming campaign is fun and the mix of people and added illustrations turn it into a well rounded and interesting series of lookbook images.
The aesthetics of LaChapelle marries well with that of Happy Socks, resulting in a
series of photographs and a movie bursting with colour and attitude.
HAPPY SOCKS X MIIKE SNOW (2)
After naming their second album Happy To You, the Swedish/American band collaborated with Happy Socks to create three very special pairs of socks. Each pair features
Miike Snow’s signature image: the infamous Jackalope, a fabled horned rabbit.
“Jackalopes on my Happy Socks? Yes please!” - Christian Karlsson of Miike Snow
This exclusive collaboration is available in three color combinations: Black/White,
Happy Socks classics (Stripes and Five Colours) and lastly, an assortment of
Orange, Grey, White and several distinct Blues.
HAPPY SOCKS X WESC – HAPPY CAMPERS (3)
With Happy Socks motto being “All Play. No Work.” combined with WeSC’s
“Intellectual Slackers” The League of Happy Campers for Fall 2013 gives plenty
of room for free interpretations, inventions and festivities included in the kit.
The capsule collection features the design elements and patterns that are a
signature for Happy Socks, combined with the styles, mentality and elements
from the Superlative Conspiracy presenting a jacket, a knitted jacquard sweater
and a pocket t-shirt, combined with a selection of socks!
HAPPY SOCKS X LOVE ME (5)
For Valentine’s Day 2013, Happy Socks collaborated with painter and photographer Curtis Kulig, the artist behind the ubiquitous “LOVE ME” artwork. In 2005
he scribed “LOVE ME” on a wall in Los Angeles; since then, this simple message
has become a global phenomenon spanning from New York all the way to Paris,
Istanbul and Tokyo. Three limited edition sock styles were designed in combinations of red, black and white with the recognizable words “LOVE ME” knit into the
sock’s design.
HAPPY SOCKS CUSTOMIZED ROLEX (6)
Imagine if the world’s most iconic watch entered into the colorful and happy world
of Happy Socks. Imagine no longer. Happy Socks customized the infamous Rolex
Oyster Perpetual Milgauss. Each hour marker, as well as the pointer hand, dress
up in a different color, continuing Happy Socks’ fundamental mission of coloring
the world every day at every hour.
This very limited edition of 15 Rolex Oyster Perpetual Milgauss, customized by
Happy Socks, will be only available at colette and at Happy Socks retail stores.
Worldwide exclusive release at colette on October 25th 2013. Available at
Happy Socks concept stores from November 1st 2013.
This is a Happy Socks design project, independent from Rolex.
EMBARGOED UNTIL
NOVEMBER 2013
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COLABS
MANISH ARORA (7)
BE@RBRICK (11)
For the winter campaign 2012, inspired by the Indian festival Happy Holi, Happy
Socks collaborated with designer Manish Arora. The worldwide acclaimed Indian
designer created three pairs of joy spreading Happy Socks full of love and colour.
These were exclusively packaged in a limited edition box. The perfect gift for the
holiday season.
In 2010 we were approached by legendary Japanese company Medicom Toy Corp
to design our very own version of the famous collecters toy Be@rbrick. We
said yes and of course we also created a matching pair of socks! The colab was
released at Bred & Butter in Berlin July 2011. It was available in a rolled pack that
included the socks holding Be@rbrick.
KEDS (8)
THE STANDARD
Keds, The iconic American lifestyle brand established in 1916, collaborated with
Happy Socks to create two pairs of shoes. Covered from toe to heel in red, white and
blue polka dots these shoes put a fresh and vibrant spin to the Keds classic Champion
silhouette. Each pair of shoes came with an exclusive set of limited edition striped
Happy Socks.
Happy Socks teamed up with über cool Hotel chain The Standard for a collaboration with different styles in each one of their locations. Two pairs per hotel was
designed: Downtown LA, Miami Beach, Hollywood and New York. The socks were
available in the mini-bar of all rooms.
ADIDAS - MATCHPLAY X VIKTOR TELL (9)
Happy Socks founder and creative director, Viktor Tell, teamed up with Adidas Originals to create his own fun version of Matchplay. From the outside the silhouette of
the shoe looks low key with its white canvas upper. When looking closer, details on
the heel tab, ankle padding and inside tell stories of both the Olympics and Happy
Socks.
OPENING CEREMONY (10)
Opening Ceremony is a multifaceted retail environment which comprises of shops,
showrooms, and private label collections. This colab was released on New York’s
Fashion’s Night Out and held a selection of four Americana inspired styles of Happy
Socks, all designed by Opening Ceremony.
HAPPY SOCKS BY GILES DEACON FOR THE ELTON JOHN AIDS FOUNDATION
Happy Socks by Giles Deacon for the Elton John AIDS Foundation – This was a
limited edition box with seven pairs of crazy socks. Each sock featured a different
design. Happy Socks teamed up with Giles Deacon and the Elton John Aids Foundation to make a great collaborative project and help bring notice to World AIDS
Day while raising money for the foundation.
WOOD WOOD
The cycling world gets another sock to commemorate Italy, arguably the world’s
most passionate cycling nation. So who better to do this than a Danish clothing
line and a Swedish sock company? Together, Happy Socks and Wood Wood
released the 2/3 CORSA sock which features green, white, and red stripes at
the top of the sock.
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COLABS
MINECRAFT (12)
Minecraft is a sandbox construction game where the user is able to create anything
imaginable by combining different materials made up of blocks. The Minecraft x
HappySocks socks came in a gift box including 3 pairs with exclusive Minecraft designs: The pig, The creeper and The Minecraft landscape sock.
WONG WONG (13)
Designer Stephen Wong, head of Wong Wong and former Art Director of Helmut
Lang Studios, created an exclusive World Cup 2010 collection for Happy Socks.
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“With inspiration sought from the world of football, the collection pays homage to
the rich football culture of eight chosen nations across the globe.”
BARNEYS NEW YORK
For the 2009 holiday season, Happy Socks worked with Barney’s COOP on a set
of exclusive colours. Barney’s is known for their innovative, stylish collaborations
with breakout brands and Happy Socks fit right in. The limited collection socks were
available only at Barney’s and the collaboration was a unique take on the traditional
footwear staple and the very first colab in the Happy Socks history, with one the
world’s most coveted retailers.
COLETTE AND KESSELSKRAMER
Paris super-store Colette and KesselsKramer contacted Happy Socks to create an
ultra limited collection of socks for the store swap they organized between Colette
in Paris and London’s KK Outlet. We took the best pairs of Chapter #TWO and mismatched them, creating new fun pairs: the right sock represented Colette and the
left represented KK .
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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
districts in Stockholm. The store was designed by Happy Socks’ founders Viktor
Tell and Mikael Söderlindh.
Two years later, Happy Socks opened its second shop in the everlasting Parco Mall,
Shibuya, Tokyo. To prove the concept and service, Japan was chosen as it is the
perfect country for true retail experience; the details you learn from this market
are useful for the continued expansion of Happy Socks’ directly operated retail.
With the above successes, and in order to protect the position as market leader
within fashion socks, Happy Socks developed the strategy to open flagship stores
on strategically high image locations globally.
The next major shop opening was in New York City. A SoHo Concept Store opened
on April 1st 2013, between Prince and Spring Street.
Stores are now being opened across the globe.
In tiny jewel-box spaces, shops will be presented with a modern, white space
that acts as a perfect canvas for showing off the colorful socks. Seasonal collections will be showcased along with colabs, boxed gift sets and socks for kids – all
of them components in our statement – bringing happiness and quality to every
corner of the world.
HAPPY SOCKS
CONCEPT STORES
HAPPY SOCKS
Existing Stores
HAPPY SOCKS
Planned Stores
STOCKHOLM
LONDON
Winter 2013
MOSCOW
SOUTH KOREA
OSAKA
Winter 2013
PARIS
Spring 2014
INDIA
Multiple locations
Fall 2013
NEW YORK
SAN FRANCISCO
Fall 2013
DUBAI
Fall 2013
TOKYO X 3
TAIPEI X 3
HONG KONG X 2
THE
COLLECTION
So far, Happy Socks has presented five collections: Chapter #ONE, #TWO,
#THREE, #FOUR and #FIVE.
Happy Socks is working with seasonal collections.
Chapter #SIX Fall/Winter was released on August 1st 2013.
The Chapter#SIX Spring/Summer release is on February 1st 2014.
The fashion orientation and the ongoing collaborations with well known designers
maintain the interest for image-building boutiques, whereas the price and variety
of models and materials makes us interesting also for customers of fashion and
department stores. We are, and will remain, the best and most innovative fashion
sock brand in each of these segments.
KIDS
COLLECTION
The first Happy Socks Kids Collection was launched on August 1st 2012.
The Kids Collection holds a variety of Combed Cotton Socks sold in 2-packs
as well as baby tights.
To mark its fifth year, Happy Socks launches a new, curated collection, aptly
named “SPECIAL SPECIAL”. With this dedicated line, the brand will offer a series
of exclusive designs to a small selection of handpicked retailers. The Special
Special collection will also be available at Happy Socks concept stores and on
www.happysocks.com.
The ten extraordinary designs, created specifically for Special Special, will
be available in limited editions and bear their very own label. Launching in
September 2013, Special Special will be updated seasonally with fresh styles
and designs.
POCKET
COLLECTION
This collection offers a variety of items that are essential to a contemporary
lifestyle, applied with the iconic Happy Socks patterns. The Pocket Collection
is updated continuously with new items and new styles; each edition is
available for a limited time only.
ARTWORK
& MATERIAL
Each Happy Socks collection is documented with lifestyle pictures and other
vibrant material. This material is very versatile and covers occasions throughout
the once-a-year cycle of a collection. It is accessible online to anyone retailing
Happy Socks.
Inspiring fashion shots are mixed with casual street images and relaxed behind
the scenes material. The tone reflects Happy Socks; fashionable, colourful and
personal.
THANK YOU!
www.happysocks.com