Local Hero is our most extensive collaboration yet! We chose inspirational figures from 15 international markets, and gave them a carte blanche to design their own exclusive pairs of Happy Socks. Performance artist Uriel Yekutiel represents Israel in this creative and eclectic campaign.
A talented artist, dancer and choreographer, Yekutiel is one of the most famous performance artists in Israel. Best known for the colorful and flamboyant characters he plays in various stage performances and TV shows, he has been hailed as Israel’s “most fabulous drag queen”. He is hugely popular, but remains independent and firmly stands for human and social values. Much like Happy Socks, he values creativity, equality and a positive approach to life.
Specialising in lip syncing to Israeli Mizrahi music, he is the face of Arisa, a company providing Mizrahi-themed parties at gay clubs. He is now seen as a recognisable face of the Tel Aviv nightlife scene, and has become an unofficial leader of the gay community in Israel. He acts as a cultural agent of change in regards to LGBT rights, human rights and personal freedom.
Uriel shares our passion for color and self-expression, which made him our perfect partner for Local Hero. His Happy Socks’ design is visually exciting, vibrantly colorful and reflective of his personal energy. It is also a tribute to his love for Tel Aviv, featuring five graphic elements that symbolise the city's life and values.
As a Local Hero, Uriel left us with this message for the world: "Only do what burns inside you. Surround yourself with positive people who have positive energy. Move your body, eat good food, stimulate your mind and don't waste time worrying - be too busy having fun!"
Shop the full Local Hero collaboration right here.