SOAP! - “Always Fresh”
SOAP! was initiated by me and Lola during our studies at the Amsterdam Fashion Institute. Together we occasionally slipped between the cracks of the school system to
exploreon our own. Putting our branding knowledge into practice and learning about the design and production process of garments along the way, it escalated quickly from innocent play to a serious business.
Born out of a craving for
childishplay and mischief, SOAP! was initially named after the soap bubbles in 17th century art – a symbol of ephemeral youth, fun and
foolishness.Bringing together good vibes, a touch of old school and an (un)healthy dose of cheesiness, SOAP! creates streetwear that takes cues from childhood-inspired stories and the
mundaneof everyday life.
Reiky de Valk,