Swedish Accessories Label Open First London Store

London’s Covent Garden welcomed another new name to its streets this month, with Swedish accessories brand Happy Socks being the latest retailer to set up shop in the area.

The new outlet marks the label’s first ever standalone store in the British capital, and will now act as its flagship for the region.

Along with its core collection of socks for men, women and children, the retail space will also carry the brand’s recently added underwear line, as well as the limited edition Happy Socks x Snoop Dogg collaboration and artwork.

When it comes to the new interior, the in store design “embodies the unique Happy Socks brand identity”, according to a statement, with its minimal, crisp white walls letting the bold products do the talking.

Although this is a London first for the label, the brand is now sold in over 70 countries and has established stockists in every continent across the globe.

You can visit the Happy Socks London store at 62 Neal Street, Seven Dials now or shop online at happysocks.com.

Happy Socks AW14 Lookbook