The novelty sock wars are heating up.
Just up the freeway from San Clemente, Calif.-based Stance, which has collaborated on limited-edition styles with Rihanna, the NBA, the Grateful Dead and most recently with singer Billie Eilish, another multimillion-dollar sock brand has moved to town.
Happy Socks founders Mikael Söderlindh and Viktor Tell established their brand in Stockholm 2008, but since last August have been spreading sock love from Los Angeles, where they recently planted roots with a new store-meets-creative hub on Sunset Boulevard in Silver Lake.
“We have done so many collaborations with celebrities and now we can meet them here instead of a huge office,” said Söderlindh, president of the socks-to-lifestyle brand that has paired with Snoop Dogg, Iris Apfel, Wiz Khalifa, The Beatles and The Rolling Stones among others, and most recently launched Happy Socks swimwear with David Hasselhoff.
Happy Socks’ Los Angeles office.
“We wanted to feel creative again,” Tell, the brand’s creative director, said of the move and the opening of the new office, which will be used to identify local talent for capsule collections. The colorful duo have dubbed it The Rabbit Hole after “Alice’s Adventures in Wonderland.” “We wanted to look at Happy Socks from a new way. We