Happy Socks doubles down on West Coast expansion with new LA creative hub and store
Tue 30/04/2019 – 12:00
Happy Socks, the Swedish sock brand famous for its colorful pop designs, has announced that it is opening its first-ever creative hub in LA, as well as its second retail location in the city on May 1.
(Author : Robin Driver)
Dubbed “The Rabbit Hole” in reference to the entrance to Wonderland in Lewis Carol’s seminal work of children’s fiction Alice’s Adventures in Wonderland, the new creative hub will open in LA’s Silverlake neighborhood.
According to the brand, the hub’s main purpose is to “keep Happy Socks’ magical creative touch alive and make sure the brand’s colorful personality is cranked to the max.” Also based in Silverlake, at 3902 Sunset Boulevard, the brand’s second LA location follows on from the opening of the Happy Socks’ Abbot Kinney location in Venice last August.
The new locations are part of a concerted expansion drive being undertaken by the brand this year in order to build its presence both on the West Coast and beyond. As part of the same strategy, the brand’s founders have further announced that they have signed for another retail location in LA’s Century City, slated to open in July.
“I’m very excited about having a stronger presence here in LA and expanding our retail presence in the US further,” explained Happy Socks co-founder and president Mikael Söderlindh in a release. “This is an important part of our ambition to significantly grow the Happy Socks business in North America and continue to do unexpected things to surprise our consumers.”
More specifically, the brand has revealed that its ambition for 2019 is to open another three to five stores in LA and New York, along with a series of other retail locations in key cities worldwide.
Founded in Stockholm in 2008, Happy Socks has since opened more than 100 concept stores globally, five of which are situated in the US.
The company’s latest expansion efforts have not been limited to the growth of its retail footprint, however, having also led the brand to explore new product categories. Earlier this month, for example, Happy Socks announced the launch of its first full men’s and women’s swimwear collection with a campaign fronted by David Hasselhoff.
Since its launch, the brand has gained a reputation for its unusual collaborations with everyone from fashion industry personalities like Iris Apfel to musicians as diverse as Snoop Dogg, The Beatles and The Rolling Stones, and big-name brands such as Adidas.