Happy Socks

Happy Socks is a Swedish hosiery and underwear label founded in Stockholm in 2008 by Mikael Söderlindh and Viktor Tell, built on brightly patterned combed-cotton socks sold as singles, multipacks and gift boxes. The range now spans underwear, swimwear and kids' styles, distributed online, through wholesale in 90-plus countries and around 100 branded stores. London private equity firm Palamon Capital Partners has held the majority stake since 2017, with Alexander Meyer as CEO since 2023. Recent collaborations include Awake NY athletic socks and a bundle project with Crocs.