Boy oh boy, is this homegrown brand packing an edgy fashion punch for summer.
It’s Alphabet Soup and it’s a way-cool streetwear brand strictly for the boyfolk in your life. In fact, the motto for the Melbourne-based crew behind Alphabet Soup is this – we just make what boys want. No gimmicks, no fuss.
I love the story of how Alphabet Soup came to be. Husband and wife team Mike and Nikki Vati were enjoying a typical Aussie bbq with the requisite few beers one balmy summer night in their backyard with friends when talk turned to how there was a dearth of cool stuff for their boys.
It may have been the beer, but the crew – all parents who locally happen to look after some of the biggest brand names in skateboarding and adult streetwear such as Zoo York and Santa Cruz – decided to start their own label for boys, with the same edgy surf and skate feel.
Fast-forward two years and here’s what Alphabet Soup are dishing up for boys for summer 2013. There’s an eclectic collection of tanks and tees with one simple thing in common – boys of all ages will want to wear them. From motocross to monsters to surfer dudes, these are tees with attitude and priced from $34.95.
There’s also a collection of shorts – surfer style like the Tropical Force and Inca Empire shorts (both $49.95) or skater style like Mayhem Master ($59.95) and Title Track (above right, $54.95).
The little kids won’t care about this bit, but the big kids might. All the artwork on Alphabet Soup designs comes from the same street artists who design their other licensed brands. Talk about street cred.
Now this is the bit where I should add that the designers at Alphabet Soup are responsible for my son’s favourite t-shirt. Ever. The ‘I Love Mud’ design, complete with muddy handprints on the back. He’s worn it so much since last summer it really should be falling apart. But it’s not, a testament to the quality at play with Alphabet Soup. Alas,” I Love Mud” does not reappear this summer and his much-loved tee is finally too small, but I’m sure he’ll be appeased when he sees the Tear It Up Moto tee.