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. In fact, the motto behind Alphabet Soup is this... “We just make what boys want”. No gimmicks, no fuss!