This May, Swedish lifestyle brand Happy Socks will open its second store in Los Angeles, and its first-ever Creative Hub. Located in the heart of L.A.’s Silverlake neighborhood, these latest openings mark the brand’s further expansion on the West Coast and kicks off another year of global growth.
Ten years after founding Happy Socks, co-founders Viktor Tell and Mikael Söderlindh made the move from Stockholm to California aiming to reach new heights with a Creative Hub, nicknamed “The Rabbit Hole”. Named after the entrance to Wonderland in Lewis Carrol’s “Alice’s Adventures in Wonderland”, its main area of responsibility is to keep Happy Socks’ magical creative touch alive and make sure the brand’s colorful personality is cranked to the max.
“The Rabbit Hole is just like the one in Alice in Wonderland – something is falling down the Rabbit Hole and you don’t know what will come out of it,” said Tell. “It’s a place where magic happens.”
Residing at 3902 Sunset Boulevard, the newest Happy Socks store is the second in L.A., after the Abbot Kinney location opened in Venice last August. After having opened more than 100 concept stores globally including five stores in the U.S., this year the ambition is to continue this growth in the U.S. with another three to five stores in L.A. and New York as well as other stores in key cities around the world.
“In addition to Silverlake, I am happy to announce that we have just signed for another location in Century City,” added Söderlindh. “I’m very excited about having a stronger presence here in L.A. and expanding our retail presence in the U.S. further. This is an important part of our ambition to significantly grow the Happy Socks business in North America and continue to do unexpected things to surprise our consumers.”