BRAND PRESENTATION CHAPTER #SIX

“BRINGING HAPPINESS AND QUALITY TO EVERY CORNER OF THE WORLD"

THE BEGINNING It started under the cloud-ridden April sky of yet another belated Swedish spring in 2008. Two friends had a vision: a vision to spread happiness by turning an everyday essential into a colourful design piece with a rigid standard of ultimate quality, craftsmanship and creativity. It’s a concept brought to perfection by the Happy Socks collective of creators. Today Happy Socks are sold in more than 70 countries and on every continent. The CHAPTER #SIX collection of socks features an almost endless variety of models and designs, crossing a wide spectrum of colour combinations, materials and textures. Simply put: there’s a pair of high-quality socks for every occasion, mindset and style.

THE FOUNDERS VIKTOR TELL - Creative Director of Happy Socks Viktor worked as a graphic designer and illustrator for several years before finding his place in the fashion world. Inspired by colourful, playful patterns and designs, he is influenced by the daily “everything and nothing” when designing the Happy Socks collections. His motto: “All play, no work” accurately shows what the label is all about, turning a simple and overlooked product into a fun, creative, expressive success story.

MIKAEL SÖDERLINDH - CEO of Happy Socks Mikael worked in the advertising industry for 10 years before he and long-time friend Viktor Tell started their Happy Socks adventure. After a decade of working in the service business, Mikael wanted to develop a product on a global market and build his own brand from A to Z; all driven by a clear strategy and business know-how. Integrating the corporate structure with a personal touch, Mikael runs Happy Socks by allowing creativity to evolve and grow without interference.

THE IDEA With a strong brand image, Happy Socks sells a wide variety of high fashion socks, tights and accessories of the best quality.

CORE VALUES We are: Happy, colourful, stylish, surprising, creative, personal and free. We are not: Slick, stiff or normal.

TARGET MARKET Unisex Global Playful Young at heart Outgoing OUR TARGET GROUP IS HIGHLY VERSATILE Happy Socks can be found on pretty much anyone - hipsters, business people, fashionistas and fashionistos, the sneaker lovers, you name it. Happy Socks is for people who love colour. We will always be there for everyone who wishes to give colour to an everyday essential.

TRENDS There is a strong trend among early Happy Socks adopters and followers of wearing fashionable, colourful and personal socks. But Happy Socks is reaching out to the bigger crowd. The trend of making a statement with colourful socks has become global. As Happy Socks was the first fashion socks brand out there, becoming a market leader in a segment they created themselves, you can now see all traditional sock producers are creating colourful socks, but none of them are even close to reaching the fashionable level of Happy Socks.

OUR SUCCESS Happy Socks has become an instant success in countries across all continents. We are available in more than 6000 top fashion apparel boutiques in more than 70 different countries, besides being sold in the world’s most prestigious department stores: BLOOMINGDALES (US), GALERIES LAFAYETTE (FR), ISETAN (JP), DAVID JONES (AU) & BIJENKORF (NL), SELFRIDGES (UK), LANE CRAWFORD (HKG & BEIJING), LE BON MARCHE (FR). Some of our other retail accounts include: OPENING CEREMONY (US & JP), COLETTE (FR), PRESENT (UK), OKI-NI (UK), M69 (ES), TOMORROWLAND (JP), SOLO (SWE), UNITED ARROWS (JP), KITSON LOS AN- GELES (US), UNITED ARROWS (JP), Voo Berlin (DE), CORSO COMO (IT & S.KOREA), ASOS (Online) and BARNEY’S COOP (US). The first pair of Happy Socks was sold August 20th 2008. Since then, more than 15 million pairs have been sold.

PRESS Happy Socks is very popular in press and has been written about in most major publications across the globe. Happy Socks has also achieved to engage enthusiastic followers in the blogosphere and on social networks. We have remained in the spotlight of the international fashion medias, making our socks the last detail in colourful fashion and a lasting favourite among style-hungry trendsetters. With knowledge and directions from the in-house PR manager, we are running a successful PR machinery with local PR agencies to secure our presence in global publications both through blogs and social networks. For the most recent updates, visit: www.inthepress.happysocks.com

CELEBRITIES Happy Socks has been spotted on happy feet across the globe and among them a few famous faces carrying around their daily lives wearing happy patterns and happy colours.

COLABS

HAPPY SOCKS SHOT BY TERRY RICHARDSON (4)

HAPPY SOCKS BY DAVID LACHAPELLE (1)

On September 23rd 2011, Terry Richardson gathered a crew of New York’s coolest to shoot under happy conditions. Stylist / fashion editor Mel Ottenberg and designer Adam Selman created an impressive series of looks based on Happy Socks’ Chapter #FOUR collection, turning Happy Socks into pants, sweaters, tops, even bunny ears and a bow tie to reflect the personality of each subject. Creative Director Jen Brill brought her impeccable sensibility and vision to the project. The campaign features a Who’s Who of up and coming talent, personally selected by Richardson and Brill.

For its latest co-lab, featuring David LaChapelle, Swedish brand Happy Socks has pretty much skipped the co and gone all the way with lab. The photographer, well known for his provocative style, was given a carte blanche to do whatever he wanted with the socks – something that could, presumably, make most marketing people a little nervous. Happy Socks, however, don’t see it like that.

The line -up includes ASAP Rocky, Sky Ferreira, Ashley Smith, Action Bronson, Camille Rowe, Braydon Szafranski, Physical Therapy, Maluca Mala and Mykki Blanco. The outcoming campaign is fun and the mix of people and added illustrations turn it into a well rounded and interesting series of lookbook images.

The aesthetics of LaChapelle marries well with that of Happy Socks, resulting in a series of photographs and a movie bursting with colour and attitude. HAPPY SOCKS X MIIKE SNOW (2) After naming their second album Happy To You, the Swedish/American band collaborated with Happy Socks to create three very special pairs of socks. Each pair features Miike Snow’s signature image: the infamous Jackalope, a fabled horned rabbit. “Jackalopes on my Happy Socks? Yes please!” - Christian Karlsson of Miike Snow This exclusive collaboration is available in three color combinations: Black/White, Happy Socks classics (Stripes and Five Colours) and lastly, an assortment of Orange, Grey, White and several distinct Blues. HAPPY SOCKS X WESC – HAPPY CAMPERS (3) With Happy Socks motto being “All Play. No Work.” combined with WeSC’s “Intellectual Slackers” The League of Happy Campers for Fall 2013 gives plenty of room for free interpretations, inventions and festivities included in the kit. The capsule collection features the design elements and patterns that are a signature for Happy Socks, combined with the styles, mentality and elements from the Superlative Conspiracy presenting a jacket, a knitted jacquard sweater and a pocket t-shirt, combined with a selection of socks!

HAPPY SOCKS X LOVE ME (5) For Valentine’s Day 2013, Happy Socks collaborated with painter and photographer Curtis Kulig, the artist behind the ubiquitous “LOVE ME” artwork. In 2005 he scribed “LOVE ME” on a wall in Los Angeles; since then, this simple message has become a global phenomenon spanning from New York all the way to Paris, Istanbul and Tokyo. Three limited edition sock styles were designed in combinations of red, black and white with the recognizable words “LOVE ME” knit into the sock’s design. HAPPY SOCKS CUSTOMIZED ROLEX (6) Imagine if the world’s most iconic watch entered into the colorful and happy world of Happy Socks. Imagine no longer. Happy Socks customized the infamous Rolex Oyster Perpetual Milgauss. Each hour marker, as well as the pointer hand, dress up in a different color, continuing Happy Socks’ fundamental mission of coloring the world every day at every hour. This very limited edition of 15 Rolex Oyster Perpetual Milgauss, customized by Happy Socks, will be only available at colette and at Happy Socks retail stores. Worldwide exclusive release at colette on October 25th 2013. Available at Happy Socks concept stores from November 1st 2013. This is a Happy Socks design project, independent from Rolex.

EMBARGOED UNTIL NOVEMBER 2013

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COLABS MANISH ARORA (7)

BE@RBRICK (11)

For the winter campaign 2012, inspired by the Indian festival Happy Holi, Happy Socks collaborated with designer Manish Arora. The worldwide acclaimed Indian designer created three pairs of joy spreading Happy Socks full of love and colour. These were exclusively packaged in a limited edition box. The perfect gift for the holiday season.

In 2010 we were approached by legendary Japanese company Medicom Toy Corp to design our very own version of the famous collecters toy Be@rbrick. We said yes and of course we also created a matching pair of socks! The colab was released at Bred & Butter in Berlin July 2011. It was available in a rolled pack that included the socks holding Be@rbrick.

KEDS (8)

THE STANDARD

Keds, The iconic American lifestyle brand established in 1916, collaborated with Happy Socks to create two pairs of shoes. Covered from toe to heel in red, white and blue polka dots these shoes put a fresh and vibrant spin to the Keds classic Champion silhouette. Each pair of shoes came with an exclusive set of limited edition striped Happy Socks.

Happy Socks teamed up with über cool Hotel chain The Standard for a collaboration with different styles in each one of their locations. Two pairs per hotel was designed: Downtown LA, Miami Beach, Hollywood and New York. The socks were available in the mini-bar of all rooms.

ADIDAS - MATCHPLAY X VIKTOR TELL (9) Happy Socks founder and creative director, Viktor Tell, teamed up with Adidas Originals to create his own fun version of Matchplay. From the outside the silhouette of the shoe looks low key with its white canvas upper. When looking closer, details on the heel tab, ankle padding and inside tell stories of both the Olympics and Happy Socks. OPENING CEREMONY (10) Opening Ceremony is a multifaceted retail environment which comprises of shops, showrooms, and private label collections. This colab was released on New York’s Fashion’s Night Out and held a selection of four Americana inspired styles of Happy Socks, all designed by Opening Ceremony.

HAPPY SOCKS BY GILES DEACON FOR THE ELTON JOHN AIDS FOUNDATION Happy Socks by Giles Deacon for the Elton John AIDS Foundation – This was a limited edition box with seven pairs of crazy socks. Each sock featured a different design. Happy Socks teamed up with Giles Deacon and the Elton John Aids Foundation to make a great collaborative project and help bring notice to World AIDS Day while raising money for the foundation. WOOD WOOD The cycling world gets another sock to commemorate Italy, arguably the world’s most passionate cycling nation. So who better to do this than a Danish clothing line and a Swedish sock company? Together, Happy Socks and Wood Wood released the 2/3 CORSA sock which features green, white, and red stripes at the top of the sock.

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COLABS MINECRAFT (12) Minecraft is a sandbox construction game where the user is able to create anything imaginable by combining different materials made up of blocks. The Minecraft x HappySocks socks came in a gift box including 3 pairs with exclusive Minecraft designs: The pig, The creeper and The Minecraft landscape sock. WONG WONG (13) Designer Stephen Wong, head of Wong Wong and former Art Director of Helmut Lang Studios, created an exclusive World Cup 2010 collection for Happy Socks.

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“With inspiration sought from the world of football, the collection pays homage to the rich football culture of eight chosen nations across the globe.” BARNEYS NEW YORK For the 2009 holiday season, Happy Socks worked with Barney’s COOP on a set of exclusive colours. Barney’s is known for their innovative, stylish collaborations with breakout brands and Happy Socks fit right in. The limited collection socks were available only at Barney’s and the collaboration was a unique take on the traditional footwear staple and the very first colab in the Happy Socks history, with one the world’s most coveted retailers. COLETTE AND KESSELSKRAMER Paris super-store Colette and KesselsKramer contacted Happy Socks to create an ultra limited collection of socks for the store swap they organized between Colette in Paris and London’s KK Outlet. We took the best pairs of Chapter #TWO and mismatched them, creating new fun pairs: the right sock represented Colette and the left represented KK .

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HAPPY SOCKS STORES In August 2010, Happy Socks opened its first concept store in Stockholm, Sweden. The store is located in the heart of the most vibrant area and popular shopping districts in Stockholm. The store was designed by Happy Socks’ founders Viktor Tell and Mikael Söderlindh. Two years later, Happy Socks opened its second shop in the everlasting Parco Mall, Shibuya, Tokyo. To prove the concept and service, Japan was chosen as it is the perfect country for true retail experience; the details you learn from this market are useful for the continued expansion of Happy Socks’ directly operated retail. With the above successes, and in order to protect the position as market leader within fashion socks, Happy Socks developed the strategy to open flagship stores on strategically high image locations globally. The next major shop opening was in New York City. A SoHo Concept Store opened on April 1st 2013, between Prince and Spring Street. Stores are now being opened across the globe. In tiny jewel-box spaces, shops will be presented with a modern, white space that acts as a perfect canvas for showing off the colorful socks. Seasonal collections will be showcased along with colabs, boxed gift sets and socks for kids – all of them components in our statement – bringing happiness and quality to every corner of the world.

HAPPY SOCKS CONCEPT STORES

HAPPY SOCKS Existing Stores HAPPY SOCKS Planned Stores

STOCKHOLM LONDON Winter 2013

MOSCOW SOUTH KOREA OSAKA Winter 2013

PARIS Spring 2014 INDIA Multiple locations Fall 2013

NEW YORK SAN FRANCISCO Fall 2013

DUBAI Fall 2013

TOKYO X 3 TAIPEI X 3

HONG KONG X 2

THE COLLECTION So far, Happy Socks has presented five collections: Chapter #ONE, #TWO, #THREE, #FOUR and #FIVE. Happy Socks is working with seasonal collections. Chapter #SIX Fall/Winter was released on August 1st 2013. The Chapter#SIX Spring/Summer release is on February 1st 2014. The fashion orientation and the ongoing collaborations with well known designers maintain the interest for image-building boutiques, whereas the price and variety of models and materials makes us interesting also for customers of fashion and department stores. We are, and will remain, the best and most innovative fashion sock brand in each of these segments.

KIDS COLLECTION The first Happy Socks Kids Collection was launched on August 1st 2012. The Kids Collection holds a variety of Combed Cotton Socks sold in 2-packs as well as baby tights.

To mark its fifth year, Happy Socks launches a new, curated collection, aptly named “SPECIAL SPECIAL”. With this dedicated line, the brand will offer a series of exclusive designs to a small selection of handpicked retailers. The Special Special collection will also be available at Happy Socks concept stores and on www.happysocks.com. The ten extraordinary designs, created specifically for Special Special, will be available in limited editions and bear their very own label. Launching in September 2013, Special Special will be updated seasonally with fresh styles and designs.

POCKET COLLECTION This collection offers a variety of items that are essential to a contemporary lifestyle, applied with the iconic Happy Socks patterns. The Pocket Collection is updated continuously with new items and new styles; each edition is available for a limited time only.

ARTWORK & MATERIAL Each Happy Socks collection is documented with lifestyle pictures and other vibrant material. This material is very versatile and covers occasions throughout the once-a-year cycle of a collection. It is accessible online to anyone retailing Happy Socks. Inspiring fashion shots are mixed with casual street images and relaxed behind the scenes material. The tone reflects Happy Socks; fashionable, colourful and personal.

THANK YOU! www.happysocks.com