Today we speak to Viktor Tell, one of the two Swedes behind the immensely popular Happy Socks brand. Here is how it all began…
Six years ago, my friend Mikael and I were lying on his living room floor drinking lemonade and talking about life. We both wanted to do something new and we had just spoken about opening a hotel in Bali. Great idea!
Then we can sell socks on the beach! Micke immediately jumped on the idea and four weeks later Happy Socks was born with 60,000 pairs of socks on the way. Since then we have sold in over 70 countries and have done numerous fun projects together with great creatives like Bearbrick, Terry Richardson, Mindcraft, David LaChapelle and now Snoop Dogg in November!
Now after six years running in socks we have decided to launch underwear which will hit stores August 1st. It feels awesome and the future is brighter then ever! But there is still no hotel in Bali. Not yet. Ha ha.
As for Viktor’s personal style:
Jeans: I am living in my Black Levis 501s.
Shirts: I mostly wear loose fitting shirts. Our Legacy and Another Shirt Please would be the brands if they are not from my dad’s country house closet. And you can never have enough t-shirts from when you thought you could skate!
Pants: See ‘Jeans’!
Suits: I don’t get to use them too often but the three I have are from Our Legacy and Martin Margiela.
Shoes: Adidas Stan Smiths have been a good companion for many years.
Accessories: I’m always sporting our socks and underwear as well as a five panel cap like this one. Also, our Happy Socks Customized Rolex tags along sometimes.
Outerwear: A worn in leather jacket or my favorite coat from Our Legacy made out of terry cloth.
Your favorite App: Simpsons Tapped out, too many real dollars spent on in-game donuts.
Favorite piece of technology: An oven.
Next tech purchase: My 37th phone of the season.
