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Happy Socks, the Swedish brand known for its pattern-filled hosiery, is stepping into something different with the introduction of its first-ever solids collection at a special runway event during Berlin Fashion Week on Tuesday.
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According to the company, the new concept, which features socks in just one solid color, was born out of the need to outfit Happy Socks’ non-print wearing fans.
“We want to be the number one global sock brand, we realized we needed to cater to all feet and those of a somewhat more curated and selective, non-print fan, were missing,” Aida Vrazalica, global head of communications and public relations of Happy Socks, told FN in an interview. “Solids is not groundbreaking in any way, but for us it still retains a colorful and playful spirit – just like us but slightly elevated.”
For the unveiling event in Berlin, Happy Socks worked with stylist Theresa Gross to create looks with the new solids collection and a mix of second-hand and vintage garments. The collection was shown on models with a performance background in acrobatics or dance in order to create the movement-filled show.
Asked why Happy Socks chose Berlin for this launch, Vrazalica noted that Berlin has the only fashion week that has a “no rules” mentality, with freedom of creative expression without commercial agenda still alive and well in the city. “That inspired us to toss out the playbook of what one should and shouldn’t do,” she said.
Germany is also one of Happy Socks’ biggest markets. “Berlin is the playground of an otherwise somewhat conservative country,” Vrazalica added. “In Berlin, Happy Socks’ DNA, the unexpected, anything can happen, individualistic approach to fashion, accessories and style is celebrated rather than questioned. We are not in any way an excluding brand; we are for everyone and this is a great fashion week for us in terms of getting acknowledged and seen with those eyes and perspectives.”
Alexander Meyer, chief executive officer at Happy Socks, added that Berlin has a special place in his heart. “As an original Berliner, I grew up in this city with all its influences as a global creative hotspot that celebrates self-expression and individuality, fittingly to the Happy Socks brand ethos,” Meyer told FN. “We are excited to keep on spreading the ‘Happy Socks effect’ with the world’s first sock runway, always challenging the status quo, even when it comes to fashion shows.”
As for what the company has organized for the collection’s worldwide debut, Happy Socks has a lot planned. “Solids is one of our biggest campaigns for this year, and therefore we are activating a 360-rollout plan,” Vrazalica said. “It’s a mix of digital, physical retail and key local market activations.”
Activations surrounding the launch include spray painted stencils on the pavements of the streets with some of the brand’s favorite quotes about socks and feet as well as key stores updating their offering and displays. A local activation in Stockholm will also debut in the coming month featuring a more conceptual pop-up at its store.
This launch comes at a pivotal time for the brand. In August, the accessories company named Meyer as CEO with the mission of overseeing the strategic mission of Happy Socks.
Meyer’s appointment came just weeks after Happy Socks unveiled a new brand makeover, which included a refreshed logo, product labels and on-product branding.
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