Boys Fashion, Alphabet soup, Australian brand boys clothing,
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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 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 boys, with the same edgy skate and surf feel. Alphabet Soup was launched in Winter 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 will want to wear it.

In fact, the motto behind Alphabet Soup is this... “We just make what boys want”.
No gimmicks, no fuss!

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