words // Brennan Hiro Williams
Stockholm's Happy Socks brand has enjoyed a quick ascent over the past few years, infiltrating fine retailers worldwide with their arsenal of bright and bold designs.
Viktor Tell, Creative Director of Happy Socks, was invited by adidas Originals to take part in this year's Consortium "Your Story" collection, resulting in a very Happy Socks-like version of the adidas Matchplay. Staying within the collection's Olympic theme, Tell's Matchplay was inspired by a Swedish Air Pistol champion, evidenced by the target practice graphic on the sockliner, along with Luft Pistol on the left heel tab. The "bullet hole" idea transitions nicely into the signature Happy Socks polka dot designs on the inside of the collar. To complete the look, the Viktor Tell Matchplay comes with one free pair of Happy Socks.
The adidas Originals Consortium x Viktor Tell Matchplay is available on July 1 at select adidas retailers, and is available for pre-order now at End Clothing.
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