Alphabet Soup is a kids/youth streetwear label from the Melbourne-based crew, Lush Productions.
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 around Australia and New Zealand for over 15 years.
A few years back, the guys at Lush recognised that there were many young parents in their industry (including themselves) looking for cool clothing for their kids. So they decided to start their own label for kids, with the same edgy skate and surf feel. Alphabet Soup was launched in Winter 2011 and has steadily grown since then.
Designed for kids 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 - kids of all ages will want to wear it. In fact, the motto behind Alphabet Soup is this... “We just make what kids want”.
No gimmicks, no fuss!