Happy Socks is a Swedish fashion company that produces a hugely popular line of, well, socks. Bright colors, funny, funky and exciting patterns are what it’s all about. At first they were a small niche brand, but they can now be found in more than 70 countries worldwide. (Check out these examples of Happy Socks for women and Happy Socks for men.)
The company is now collaborating with world-famous photographer David LaChapelle, who is well known for his provocative style. Together, they created nine saucy images of nearly nude men and women — featured in the slide show above — and a very unique video.
LaChapelle’s striking images have graced the covers and pages of Italian Vogue, French Vogue, Vanity Fair, GQ, Rolling Stone and i-D. He has photographed personalities as diverse as Tupac Shakur, Madonna, Amanda Lepore, Eminem, Philip Johnson, Lance Armstrong, Pamela Anderson, Lil’ Kim, Uma Thurman, Elizabeth Taylor, David Beckham, Paris Hilton, Jeff Koons, Leonardo DiCaprio, Hillary Clinton, Muhammad Ali, and Britney Spears, to name a few.
Mikael Söderlindh, Happy Socks CEO, said this about the Happy Socks David LaChapelle collaboration: “We feel this collaboration really demonstrates what we are all about. Creativity is about letting go of rules and trusting your instincts, which is something we try to instill in everything we do.”
David LaChapelle added, “This colorful shoot was really dictated by the socks.” LaChapelle also produced a nine minute video that tells a very surreal story. (We posted a preview at the end of this slide show.)
Happy Socks wasn’t afraid to give LaChapelle so-called “Carte Blanche” for this campaign. According to its Creative Director Viktor Tell, “We wanted to work with David LaChapelle because we really love his art, so for us to try and put any boundaries on his creativity would just go against everything we believe in.”
The Creation of Happy Socks
It all started under the cloud-ridden April sky of yet another belated Swedish spring in 2008. Two friends had a vision: to spread happiness by turning an everyday essential into a colorful design piece with a rigid standard of ultimate quality, craftsmanship and creativity. A concept now brought to perfection by the Happy Socks collective of creators. Happy Socks features an almost endless variety of models and designs, using a broad spectrum of color combinations and original prints. Simply put: there’s a pair of high-quality socks for every occasion, mindset and style.