Happy Socks, a Swedish sock and underwear brand founded in 2008, has graced the wardrobes of celebrities like Drake and Miley Cyrus with their wacky, multicolored statement socks. Their vibrant aesthetic has even caught the attention of Pharrell Williams as both a client and collaborator.
Pharrell’s streetwear brand Billionaire Boys Club and Happy Socks have joined forces for a limited-edition spring/summer 2017 capsule collection. And though Happy Socks has collaborated with many names before — including Snopp Dogg, David LaChapelle and even fashion icon Iris Apfel — they have a special affinity for BBC’s feel-good attitude on style. The connection came organically when the Swedish brand reached out to Pharrell after seeing his enthusiasm for their distinct product. This will be their second official collaboration following a wildly successful SS 2015 line.
“We wanted to focus on the Billionaire Boys Club classics,” Happy Socks Concept Designer Paula Maso told Billboard. “[Pharrell] was like, ‘Let’s do the classics but let’s make them in a new quality.’ We believe it goes more in line with the streetwear DNA that BBC has as well.”
The SS17 collection featured reinterpreted classic BBC patterns, like a Diamond & Dollar polka-dot and camo version of the Classic Helmet design. It features six styles of unisex athletic socks, two styles of men’s trunks, and a three-pack designer gift box just in time for that special someone on Valentine’s Day (and yes, the special someone can be yourself).
The collection is available online at HappySocks.com in selected retailers, and can be purchased in-store mid February.