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Happy Socks x Snoop Dogg
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10 July 2014
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Luke Todd
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Rapper To Print Own Artwork On Hosiery
Happy Socks has signed up Snoop Dogg to collaborate on a special project, FashionBeans has learnt. The Swedish hosiery brand, which recently announced plans to begin selling underwear, has worked with the rapper to apply his own original artwork onto products for sale this autumn. A preview video released this week shows Snoop discussing his love of painting. It is unconfirmed whether the socks he is seen wearing are from The Art of Inspiration line. However, spray cans and palettes on show hint at several bright colour ways. Afterwards the 42-year-old said: “The collaboration with Happy Socks is so natural, because they saw what I was doing and provided me with another platform to further display my artistic abilities.” The brand’s creative director, Viktor Tell, seemed equally happy to welcome the star, describing him as a “living legend”. “He has inspired many with his music and it will be incredibly interesting to see how his art will impact the world and what new boundaries he will push.” CEO Mikael Söderlindh weighed in, adding that “collaborating with artists throughout their creative process is what makes Happy Socks complete”. It follows on from similar projects with the likes of adidas Originals, Opening Ceremony and Giles Deacon. More details, along with images, are tipped to follow ahead of the global release in November. Happy Socks is currently available in over 70 countries worldwide, online and from stockists including ASOS, Selfridges and John Lewis; priced at £8 per pair.
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Happy Socks x Snoop Dogg
As FashionBeans deputy editor, Luke Todd is tasked with filtering through the latest from the worlds of fashion, grooming, fitness, technology and lifestyle to deliver an indispensable edit of the most stylish stuff. Along with working on the site since 2009, he has written for leading titles such as ShortList, Drapers and GQ Style Germany and has consulted for brands including Bulldog Skincare and James Harknett.
