Swedish Clothing Happy Socks, Which Sells One Hundred Million Euros Socks.

Maybe some people are not familiar with Happy Socks.

Founded in Sweden in 2008, it is completely out of the whim of Mikael S o derlindh and Viktor Tell.

They found that some of the stockings sold on the market and most of the printed (most printed Simpson heads) were used for prank props, for those who really want to buy them.

Sensory

For consumers, such socks can not meet their needs.

With this idea, they founded the Happy Socks, a hosiery brand. Up to now, 40 million pairs of socks or bright colored or pictorial novelties have been sold to more than 90 countries in the world. The idea of "socks business" is very simple. "This is a way of expressing their feelings. When you wake up in the morning and look at a drawer of socks, what color do you think I am today? Red, blue or wave dot?" this is a little happy moment.

S o derlindh explained in the interview.

According to the world clothing and shoe net, Happy Socks's female socks branch is about to launch a new product line, Hysteria, to increase the sales of female Socks by 10%.

Although the brands have corresponding products in underwear, children's socks, sports socks and men's women's socks, the company's earnings report shows that the sales of women's socks only account for 30% of the total turnover.

Based on this, Hysteria will be included in the design of more avant-garde fashion, and more suitable for women's clothing. The first series will use a wide range of materials - printed nylon, mercerized cotton and soft mixture, etc., and more importantly, most socks are ankle length and light enough to facilitate high heels and narrow edge shoes.

Paula Maso, the new product line design director, said in an interview that there had been some deviation in the performance of the brand in the market and social networks. For female consumers, they seemed to think that the design of Happy Socks was neutral or too Street breeze, which inspired the creative team to research and develop new products.

In fact, the socks Market is not a new market, in addition to Nike, Addidas and other professional sports brands in their own accessories category out of socks, the most famous brand Stance is the American brand, the company because of the agreement with NBA and MLB to become official sports socks supplier and civilization, and no lack of cooperation with the tide star Rihanna.

Stance has been built another year late than Happy Socks, but the trend is fierce. According to trend website XXLmag, a few days ago, Stance announced that it would launch a limited capsule series with hip-hop singer DOOM.

But S say derlindh is not afraid of fierce competition. On the contrary, more and more players in the market will contribute to the growth of Happy Socks. "Competition can bring about a healthy growth of the business." although more and more brands are taking advantage of this market, he recognizes that Happy Socks has its own clear position in this field, and its brand is unique in terms of innovation, art, design and fun.

Since its inception, the cooperation series has been the cornerstone of the growth of Happy Socks. The latest season's cooperation theme brand selection pays tribute to the Beatles, printed the cartoon characters on the 60s Beatles TV show on the socks, and more often, Happy Socks will allow cooperative artists to play freely on the blank socks template, and then directly into the manufacture.

Printed socks are gradually becoming a matching accessory from a daily commodity, and even a carrier of popular culture.

Investors also saw the "socks culture" that is about to become the next major trend. In January of this year, investment group Palamon Capital bought most of Happy Socks's stake in about $80 million, and data showed that total turnover reached 100 million euros last year.

Last year, New York Times released a report on the cancellation of dress attire, and Professor Susan Scafidi, founder of the Institute of fashion law, said: "we are entering an era when individuals express their desire to surpass their professional identity. This is a huge power shift."

Perhaps this change can start with a pair of printed socks.

More interesting reports, please pay attention to the world clothing shoes and hats net.