NEW YORK — Sweden’s Happy Socks will open its first U.S. store in SoHo here Friday. The 200-square-foot shop at 436 West Broadway, between Prince and Spring streets, is owned and operated by United Legwear Co., the North American licensee and distributor for Happy Socks since 2011.
The jewel box space, on a heavily trafficked stretch in SoHo, was conceived as an all-white showcase for the colorfully patterned Happy Socks designs. “We wanted an empty canvas where the socks speak for themselves. It’s like a candy store,” said Mikael Soderlindh, who cofounded Happy Socks with creative director Viktor Tell in 2008.
The SoHo store is the brand’s sixth retail unit worldwide. The company operates directly owned stores in Stockholm and Malmö, Sweden, as well as one unit in Tokyo. Local distribution partners operate retail locations in Hong Kong and Taipei.
Later this year a flagship will open in London, as well as additional units in Tokyo and Osaka, Japan. Next year a store is planned for Paris.
Happy Socks is now in about 70 markets around the world, with 60 distribution partners. United Legwear has grown the U.S. into the brand’s largest market, followed by Europe and Japan.
Happy Socks, which retail on average for $12 a pair, has helped fuel the trend of attention-grabbing fashion socks for both men and women. The brand will sell 10 million pairs of socks this year, worth about $120 million at retail, double that of 2012, according to the company.
The brand offers 80 to 100 different unisex sock styles per season. Designs come in two sizes, which are split relatively evenly in sales, indicating a solidly dual-gender customer base. “The fashion sock category has exploded, and Happy Socks is the best-known brand in the category,” said Rita Polidori O’Brien, vice president of licensing and marketing at New York-based United Legwear Co.
The brand is wholesaled to Nordstrom, Bloomingdale’s, Madewell, Crewcuts by J. Crew, Kitson and Opening Ceremony, and has grown into United Legwear’s third-biggest business, behind Puma and Skechers.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)