Happy Socks launching underwear line

Swedish brand Happy Socks, known for its brightly coloured and fun collection of socks, is launching an underwear

line for men and women.

The new line will offer a selection of men’s boxers and boxer briefs, as well as women’s briefs that will complement the main offering in 6 different patterns and 15 bright colours. The collection will be available on happysocks.com, as well as from the brand’s concept stores, pop-up stores and retailers worldwide from August 1.

Commenting on the new launch, Mikahel Söderlindh and Viktor Tell, co-founders of Happy Socks, said: “After two years of development, we are now proud to present our all new Happy Socks Underwear collection. It is a daring project to shift from just socks to both underwear and socks, keeping a brand name that refers only to the later.

“It is also quite a statement, saying a lot about the brand being strong enough to present a great underwear collection for both women and men. The all-new Happy Socks Underwear is born carrying the same values of affordable creativity and quality.”

Happy Socks launched in 2008 and current features more than 100 different designs and is sold in more than 70 countries worldwide.