Melbourne-based crew Lush Productions are the genius behind the supercool boys streetwear label "Alphabet Soup" who bring brands such as Zoo York, Santa Cruz and Independent to Australia. 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. The the motto behind Alphabet Soup is this... “We just make what boys want”. No gimmicks, no fuss! All of the crew at Alphabet Soup HQ are a pack of misfits that act like big kids and just love what they do!