Amsterdam, The Netherlands

Born out of a craving for childish play 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 mundane of everyday life.

SOAP! is the brainchild of Lola Vogels and Marcelle Novelli, two Fashion & Branding students at the Amsterdam Fashion Institute who occasionally slip between the cracks of the school system to explore on their own. Juggling schoolwork and business, Lola works her magic as the brand’s illustrator, whereas Marcelle performs as a creative and backstage force.