Happy Socks, the original sock brand that transformed everyday basics into beloved style pieces, is sprucing up its overall look to go bolder, more modern… happier! It all began with two friends’ humble dream to bring some fun to the sock drawer, but the brand has grown massively, even collaborating with Pharrell’s Billionaire Boys Club. Inspired by everything from art, fashion and pop culture, to everyday wonders like burgers or your grandma’s hairdo, happy socks have brought quirk and fun to the humble, and often neglected, sock.
"As the original fashion and colorful sock brand, I really think we have changed the perception of socks from a commodity to an actual fashion accessory in its own right. We've given this understated accessory the chance to be the star of the show," shares Paula Maso, Happy Sock’s creative director.
Unlike dramatic (and often tragic) makeovers of teenagers after a breakup, this top-to-toe visual refresh is a natural step for the brand, who enlisted Paris-based agency Yorgo&Co to help with the process. The first step was to switch out the old logo for a more compact and self-assured version—a bold H for Happy Socks with a curious little face poking out. “Happy Socks has always had a youthful and playful expression,” Maso shares.
The website has also undergone a full makeover, and small yet effective touches in their labeling methods show the brand’s growth toward a sustainable mindset. If you want to explore the new visual identity in person, you should visit the flagship store in Soho NYC later this year, which is being remodeled accordingly—think modern atelier style with nods to Happy Socks’ original design heritage.
Like the changing of the seasons, this new era is heralded by some exciting new arrivals. The Fall/Winter 23 collection invites you to get out there and experience the joy of nature. Hiking boots inspired lace up socks and an adorable tent-shaped gift set are the perfect excuse for a camping trip, while quirky graphics and designs take you on a journey through psychedelic forests, butterfly meadows, and autumn woodlands. But it doesn’t stop there. Along with some slightly more low-key and winterproof pairs in cozy terry and chenille knits, there’s some intergalactic action and my personal favorite—fluffy zebra socks! All the pictures you're seeing are by independent photographers — Happy Socks invited them to show their personal interpretation of happiness, with only one rule- they had to put their feet in the air!
Happy Socks has one unwavering mission perfectly summarized by their creative director: ‘To keep bringing an unexpected dose of happiness to people's day.’ Trade in the infamous black or white sock for fun, eye-catching designs, and I bet your missing sock rates will go down drastically.
Shop the collection now at the new and improved happysocks.com
