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Socks can be so boring. Black or white. Dress or athletic. The choices are lmited and the appeal rather lacking. Other undergarments get all the glory. (See underwear.)

Well no longer. There’s one company happily protesting boring black or white socks.

Happy Socks has been released upon the world to inject a blast of color and redefine everyday essentials. The label’s debut collection “Chapter 1″ consists of 100 colorfully quirky patterns that’ll bring a smile to any foot owners face.

“We design the kind of socks we want to wear ourselves, simple as that” says creative director Viktor Tell.

The Sweden-based company is throwing out the gender rules, making all models unisex. All the socks are ultra-comfortable being made of combed cotton and woven in high precision Italian machines from the brand Lonati. And Happy Socks takes things to the next level with hand linked toe seams meaning there is no bulging overlap at the toe. Instead a perfectly smooth seam allows the socks to fit like gloves.

See more pics after the jump!

Get them at HappySocks.com.

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