(Filed Under wholesale Lingerie News). Starting today, August 1, Happy Socks has begun selling men’s and women’s underwear to add to the large collection of colorful hosiery the Swedish firm has been offering since 2008.

There is a men’s boxer ($20 retail on the company’s own website), a men’s boxer brief (also $20) and a women’s brief ($12). Overall there are “six different patterns and fifteen colors” according to the company, sold at happysocks.com, Happy Socks concept stores, pop up stores and “retailers worldwide.”

In total the company claims over 6,000 stores are selling its various products internationally, including, in the U.S., Nordstrom, Black Market, Fred Segal/Ron Robinson and many others.

The women’s briefs “have a comfort fit, perfect for everyday and are made of 95% cotton and 5% elastane,” according to the company. Patterns are “Big Dot, Dot, Paisley, Polka Stripes, Zig Zag and Stripes.”

“The jersey boxer briefs for men are made of 95% cotton and 5% elastane. The silhouette is fitted for a slim look.” The woven men’s boxers “have a fly opening and elastic waistband for a relaxed fit and casual look. They are made of 100% cotton.” The men’s underwear have the same patterns as the women’s panties.

“Happy Socks successfully became a lifestyle brand, creating the entire segment of colorful 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,” explained creative director Viktor Tell, one of the two founders in a statement that accompanied the underwear announcement.

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.”

Tell continued, “Mikael and I aim to make your underwear drawer also more colorful! Get our customers and ourselves thrilled and excited with more “happy” to play with!”

“After two years of development, we are now proud to present our all new Happy Socks Underwear collection. A daring project to shift from just socks to both underwear and socks, keeping a brand name that refers only to the later. It is also quite a statement, saying a lot about the brand being strong enough to present a great underwear collection for both women and men,” Tell concluded.

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Published 08-01-2014 by -