Behind the Collabs With Viktor Tell

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Viktor Tell

Happy Socks has done so many interesting collaborations, ranging from artists like David LaChapelle and Miike Snow to digital games like CandyCrush and Minecraft and then premium retailers such as Opening Ceremony and Collete.

We had the opportunity to speak with Viktor Tell, co-founder and creative director for Happy Socks, regarding his favorite collaborations, dream collaborations, and what it takes to partner with Happy Socks.


The Underwear Expert: What is your criteria or process for selecting collab partners?

Viktor Tell: We want to do collaborations with people or brands that are creative in any/their field. We are interested in collaborating with entities that enlarge our vision.

TUX: What’s one of your favorite moments from a collaboration project?

VT: When it is someone else’s take on Happy Socks, it’s extremely exciting to see what they come up with. It’s exciting to see how someone else perceives our brand. The most fascinating thing is to work on something different, may it be another category of product, or all in all a different concept.

TUX: Do you think that Happy Socks can collaborate with almost any medium, i.e., a celebrity, consumer product, or entity?

VT: Yes, absolutely! It is actually what makes it so interesting!

TUX: Who or what would be your dream collaboration?

VT: Bill Murray! Fashion wise: A.P.C.

TUX: Have you turned down requests for collaborations?

VT: Yes. It does happen. If after a first meeting we feel that both parties don’t aline, then it is always better to stop there. Also, sometimes it is a matter of timing.

TUX: If you could collaborate with an artist, singer, celebrity from the past, who would it be?

VT: Leonardo Da Vinci!

TUX: We see that Happy Socks recently collaborated with PLAYBOY and Hello Kitty for a capsule collection at Colette in Paris. Any hints for what your fans can expect in the U.S. in the near future?

VT: Actually something pretty big will come out next November 2014, but it is unfortunately too early to tell. Stay tuned!

Which was your favorite Happy Socks collaboration? Let us know in the comments or by tweeting @underwearexpert.

For more information about this brand: Happy Socks

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Photo Credit: David LaChapelle for Happy Socks

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