“It’s just crazy how good this last yeas has been,” says director Mikael Söderlind. The idea saw the light in 2008 and within weeks business began. Today, two and a half years later, Happy Socks can be found in around 3,000 stores in some 50 countries.

“The export makes up for around 70% of all sales,” Söderlind, one of the founders, says. The USA is Happy Socks strongest market, where Happy Socks are about to explode, according to Söderlind.

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“We’ve sold around 70 pairs of socks per 1000 inhabitants in Sweden since the beginning,” he continues. “That’s a lot.”

Happy Socks was founded by Viktor Tell and Mikael Söderlind, they are designed in Sweden and produced in a factory in Turkey. Who wears them? Everybody, it seems, from the yuppies hanging around Stureplan in Stockholm to skating youngsters in California. They are fit for both genders.