Alphabet Soup is a streetwear label from the Melbourne-based crew, Lush Productions, who bring brands such as Zoo York, Santa Cruz and Independent to Australia.
Lush Productions is one of Australia’s leading distributors & licensees proudly representing some of the most recognised brands in the skate, surf and streetwear markets. Lush has been supplying fresh and edgy clothing to stores for over 15 years.
A few years back, the guys at Lush recognised that there were many young parents in their industry looking for cool kids clothes, just like themselves. So, they decided to start their own label for boys, blending together the edgy skater boy fashion, surf feel and kids street style in one. Alphabet Soup was launched in 2011 and has steadily grown since then.
Designed for boys only, aged 1-12 years, Alphabet Soup takes direct influence from music, action sports and popular street culture. The range is an eclectic product mix with one thing in common - boys of all ages want to wear it.
