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 kids, with the same edgy skate and surf feel. Alphabet Soup was launched in Winter 2011 and has steadily grown since then. Designed for kids 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 - kids of all ages will want to wear it.