Boxer And Brief Styles Debut For AW14

Swedish hosiery brand Happy Socks has delivered on an earlier promise to expand its product offering with the launch of its debut underwear line. The collection, developed over two years, comprises men’s boxers and briefs in six patterns across fifteen colour ways. Big dot, dot, paisley, polka stripes, zigzag and stripes designs feature in bright shades such as blue, red, white, orange and yellow. Made from 100 per cent cotton or cotton/elastane, details include a fly opening and elastic waistband. Bosses have carried over the single-price structure used for its line of socks, with each pair retailing at £19.95. Co-founder and creative director Viktor Tell explained the decision: “Happy Socks successfully became a lifestyle brand, creating the entire segment of colourful design socks in almost every corner of the world since 2008. We then figured out we could use the same recipe and started looking for the next challenge.” CEO Mikael Soderlindh added: “We searched for the next item that could give someone a positive emotion when getting dressed. It turned out underwear complements our socks perfectly.” Happy Socks’ debut underwear range is available now from UK stockists Selfridges and ASOS as well as direct from the brand’s transactional website.

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Happy Socks Launches Underwear Range