Celebrity partnerships
In addition to the Happy Socks original line, the brand attracted several celebrities who collaborated on creative projects and sock designs. In 2013, David LaChapelle photographed the fall marketing campaign, which featured male and female dancers with socks.[14]
Film director Robert Rodriguez, known for El Mariachi, From Dusk till Dawn and the Spy Kids franchise, created “Sock 'Em Dead,” a short promotional movie starring Madison Davenport (From Dusk till Dawn: The Series) as an actress making a vampire film who utilizes socks as a weapon, appearing alongside Danny Trejo and Wilmer Valderrama; Rodriguez's sock designs were vampires.[15]
Video director Tim Erem partnered with Happy Socks to make a promotional video called "Happy Holidays" in 2018 that starred Pedro Pascal and was choreographed by Michael Rooney.[16]
Marking its 10th anniversary in 2018, Happy Socks released designs that paid tribute to Andy Warhol, a collaboration with recording artist Wiz Khalifa, and a second series with The Beatles, celebrating the 50th anniversary of the group's film, Yellow Submarine.[9] In addition, the company has collaborated with the Elton John AIDS Foundation and released Keith Haring socks and underwear.[17]
Happy Socks has collaborated with celebrities, brands and musicians such as Iris Apfel, Ellen von Unwerth, André Martins, Adidas, Billionaire Boys Club, Giles Deacon, ASAP Rocky, Miike Snow, Steve Aoki, Snoop Dogg[18] and The Rolling Stones.[19]
In April 2019, Happy Socks released a short film collaboration with David Hasselhoff called "The Hoff's Day Off," which includes swimwear in colorful prints and summer accessories for men and women.[20] Hasselhoff stars in the accompanying video campaign.[21]
In 2020, Happy Socks released a collection of '80s Mickey Mouse-themed socks in collaboration with Disney. This collaboration returned in 2021, when Happy Socks released a second series of socks featuring Disney's Sensational Six characters: Mickey and Minnie Mouse, Daisy and Donald Duck, Goofy and Pluto.[2][22] The same year, the company also released a Pippi Longstocking collection, a Zandra Rhodes collaboration, and a series of Monty Python socks.[23][24]
In 2022, Happy Socks collaborated with several entities, such as The Smiley Company, the World Wide Fund for Nature and Studio Barnhus.[25][26][27]
In 2023, Happy Socks once again released a collection of The Beatles socks.[28] The same year, the company also released a Simpsons collection and a Star Wars collection.[29][30]
In 2024, the company engaged in several collaborative efforts, including Awake NY, Rebel Walls, Elton John, The Beatles, and The Rolling Stones.[31][32][33][34]
