By  on April 27, 2018

“I thought it was going to be a multibillion-dollar brand in one year and it’s ended up being a disappointment,” said Viktor Tell when asked what was his initial goal for Happy Socks.

Tell, who cofounded Happy Socks in 2008 with Mikael Söderlindh, was joking. He and Soderlindh, whose cheery dispositions match the name of their brand, were both in New York to celebrate the 10-year anniversary of the sock company they started in Sweden.

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