“Always Fresh!”
Brand 2018-2020

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 explore on our own.  Within the traditionally male-dominated streetwear scene, we wanted to build a brand that challenges the stereotypes and perceptions surrounding masculinity through a warmer and softer language. 

Born out of a craving for childish play and mischief, SOAP!  was initially named after 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!  created streetwear that took cues from childhood-inspired stories and the mundane of everyday life.