Happy Socks To Launch Underwear Range

A move into underwear has been confirmed for Swedish label Happy Socks. The hosiery brand will roll out a line of men’s boxers and boxer briefs from August, according to a statement by the firm’s co-founder.

Mikael Söderlindh, who also operates as CEO, says the six pattern and fifteen colour range has been in development for two years.

Despite the expansion, Söderlindh added the label intends to keep the same name, which refers to the original product line, a decision he called “daring”.

“The all-new Happy Socks Underwear is born carrying the same values of affordable creativity and quality.”

Founded in 2008, the firm produces socks from a number of materials including cashmere, mohair, cotton and angora.

In the past Söderlindh, along with Creative Director Viktor Tell, has collaborated with the likes of adidas Originals, Opening Ceremony and Giles Deacon for the Elton John Aids Foundation.

Happy Socks is sold in more than seventy countries across all continents. It launched its first standalone UK store in Westfield White City in 2012.

The new underwear range will be available online, as well as at Happy Socks concept and pop-up stores, and retailers worldwide later this year. Prices are expected to remain low in line with sock offerings, currently at £8.00 per pair.

Happy Socks SS14 Lookbook