Exciting news for sock enthusiasts, there is a new fun and colourful -not surprisingly- brand by Happy Socks that drops on September first. The creative geniuses at Happy Socks have conceived a lifestyle sock brand for those who can’t get enough of adorning their feet in something unique. Made of lustrous mercerized cotton, slinky viscose and 360° seamlessly printed nylon with designs inspired by mid-century architecture and op art, we are presented with a nice selection of bold graphics and geometric prints. A feeling of femininity and masculinity are blurred, the modern woman can acquiesce to pumping up her sock routine without compromising her everyday style. The colours are perfect for this autumn; a cheeky mix of burgundies, navies and olives juxtaposed with impressions of colour pops that include blush pink, petrol blue and fuel yellow. The Hysteria collection gives us the accent we need in the sea of muted colours we tend to fall into this time of year. In the lookbook a reflection of the brands essence, quirky femininity paired with a dreamy retro vibe remains contemporary and on point. The minimal styling and set design keep us engaged with hints of kitsch and a story to keep our eyes enchanted.

The idea behind the name of the new line is a reference to a time, not long ago, when if women acted out of the ordinary, were labeled hysterical. To take back this powerful word, represents freedom and how far the female has come.

I had the opportunity with a small selection of local and international press from London, Berlin, Köpenhamn, New York to join the Happy Socks crew for an intimate breakfast at their headquarters followed by a champagne filled lunch at Adam & Albin. The ever so enthusiastic and personality filled characters behind Happy Socks; Viktor Tell (Creative Director), Mikael Söderlindh (CEO) and Paula Maso (Head od Design for Hysteria) were there throughout the day, giving us a feeling that we're all part of the Happy Socks crew.

The food was absolutely beautiful, each dish mimicked designs of the AW17 collection, I almost didn’t dare to take a bite, however every morsel was just as good as it looked.

Hold on too your socks, Hysteria is the biznass! If you’re like me and like getting dressed socks first, you should definitely get a pair or four here on September first!