Happy Socks to launch Hysteria women's line

By

Obi Anyanwu

Published
Aug 28, 2017

Happy Socks was acquired by Palamon Capital Partners for $81 million at the top of 2017 and moved to a new 14,000-square-foot headquarters in Stockholm. The Swedish innerwear brand continues its growth with the announcement of its new women’s sock brand, Hysteria.
 

Launching on September 1, the new sock brand is designed for women and is described by Happy Socks as “the first lifestyle sock brand for modern, fashion-conscious women.”
 
Though Happy Socks is a unisex brand, Hysteria allows for Creative Director Viktor Tell to focus solely on their female customer. In an interview with Wonderland, Tell said that the team worked on the new line for two years before it was ready, and has been selling Hysteria wholesale.

“We’ve only had positive responses so far,” Tell said to Wonderland. “It’s a lot of different materials and different lengths, so it’s not an all-round sock which Happy Socks are, but more for different occasions.”
 
The Hysteria website is live and is currently accepting emails in preparation for the brand’s launch for fall 2017.