The Swedish sock brand Happy Socks is planning a “brand refresh” and has replaced the CEO in the process. The new CEO Alexander Meyer comes from The Bay, Canada’s largest omnichannel retailer and subsidiary of HBC Holding, which also owns Saks and the other Saks formats. He held the position of Chief Marketing Officer (CMO) there. Earlier stations in his international career were, for example, at Adidas, VF, The Iconic and Quiksilver. Meyer will take up his position at Happy Socks in September, succeeding Emil Viklund, who left the company in April this year.
Happy Socks CEO Christian Beck on the new addition: “We are very pleased to welcome Alexander to the Happy Socks family. His impressive track record in the consumer goods and fashion industries makes him an ideal fit for Happy Socks. I very much look forward to working with him and am certain his experience and leadership will be invaluable as we continue on our growth trajectory.”
New logo and brand refresh
Already at the beginning of August, Happy Socks adjusted the appearance of the brand, which was founded in 2008. With the launch of the FW 2023 collection, the new logo was introduced, a laughing “H”. The brand refresh is a “natural step in the life cycle of the company,” the company writes. At the same time, the website and the flagship stores were redesigned.
“Our goal was to honor the brand’s fun, playful foundation with a new look and feel that’s bolder, more modern and, yes, happier,” said Paula Maso, Happy Socks Creative Director. “It also means practical things – like developing a new typeface that stands out against bright colors and patterns and can hold its own in our ever-surprising visual world. It’s been an incredible journey, both reflecting on our past and celebrating our future paths, and we’re confident that fans around the world will be pleased with what we’ve done.”
Happy Socks was founded in Stockholm in 2008 by Mikael Söderlindh and Viktor Tell, making it one of the pioneers of the manufacturers of colorful socks, which have since become a staple of the fashion world as a statement piece and style-defining accessory. All Happy Socks are still designed in the Stockholm atelier and are now available in over 95 countries in Happy Socks concept stores, selected retailers and via the website.