NEW STUDY FINDS; FEET IN YOUR FACE CAN EVOKE HAPPINESS (quite literally speaking)

8 Weeks into 2024, and we've checked off The world's first SOCK runway, flirting with Adidas on the gram and spotting our classic's on the baby royalty feet belonging to Rihanna and Asap's child. However the year now proceeds we can state this was quite the start.

Do not - not love this headline over at Highsnobiety .

We've done several media partnerships with them, but this headline is my favorite to date and i honestly couldn't agree more - Happy Socks plays by it's own rules, we've since day one played by our own rules, questioned the status quo and to this date - 15 years later being giants in the sock space, still choose to not play it safe. Wether that is through weird colour combos, prints or even launching (for the first time ever) a Solid coloured collection. Say what?

When the Solid s collection was brought up as a focus campaign for this coming season by our Global Campaign Manager Johanna Persson i think i did a little dance of joy in my chair. I was not only excited by this new look and feel, but also for the possibility to FINALLY invite so many potentially new fans and consumers into our space, into our somewhat crazy and beautiful sphere, because let's be honest, not everyone can pull off a crazy print sock, but in my book EVERYONE can pull of a fun solid color with an all black look or whatever they feel like wearing.

So the planning started, how to launch the most obvious thing ever heard of, a solid sock collection? competing with literally all other brands. We knew we had to do it fully, the only way Happy Socks knows how to do it. All in.

So we did, with the worlds first sock runway, find a 60 s recap below;

Or read more about the show on Fairchild Medias; Footwear News - where i had the opportunity to chat with Stephen Garner

My absolute highlight of the Show was seeing the concept come to life with the help of some incredibly talented humans not only from our in house creative teams but also with hand picked external talent who are all experts in their own field, from Berlin Based stylist Theresa Gross sourcing second hand, vintage and rented garments for the show, to production agency NOWADAYS GmbH rethinking a traditional show to an unconventional one, with feet first focus, the casting agency finding not only models, but also dancers and acrobats and our PR agency Silk Relations GmbH supporting us in securing talent from our own community in Berlin. It was important for us to showcase all the different personas that we consider being the HAPPY HUMANS, from a food stylist to an up and coming artist - our world is as colorful and welcoming as all the different colors of the rainbow - even if that sounds cliche and something a PR person wrote, it's all facts and truths ;)

What is so beautiful to witness around this launch is the fact of how all departments for the first time since i've been a part of the company, have come together to make this reality and ensure all hands and talent on deck. From the creatives Paula Maso & Christoffer McKie and teams, to the campaign team Johanna Persson Josefin Tenor the ecom team Robin Ahrnéll to now also team retail planning our soon to be updated store in Stockholm Johanna Westin Tommy Granfors I LOVE TO SEE IT i am so excited to be a part of it.

And just having received the first numbers for the SOLIDS collection (not only in terms of PR but actual sales) they look nothing but stellar.

And for the PR / media numbers, we've already trippled in earned media value vs cost of event - considering that to be a huge win.

From one runway to another - kind of; the runway of the streets and millions of eyes, Rihanna and Asap's kiddo wearing our classic baby collection.

Another fun interaction and an instagram friendship going on with Adidas , hit us up, you have our handles.

What else is new? I have a new boss!! Say HI to Fiona Murchison filling the (small but mighty) shoes of Laura Frisk

Happy almost V-day, if you haven't gotten your gift yet, we have some cute socks for you ;)

Talk when it's spring again.

Aida