Getting to know : Annica the Designer at Alphabet Soup Kids Surf and Skate Brand

No one knows what boys want to wear like today's guest, designer Annica Derby from Australian label Alphabet Soup.
Born from a love of colours, graphics & photography, Alphabet Soup has a rad range of boys fashion designed to be as comfortable as they are cool. Welcome, Annica.

Tell us a little about Alphabet Soup?
Alphabet Soup is a streetwear brand designed for the little thrill seekers out there. It’s designed right here in Melbourne for the curious explorers that take their clothes through a lot of outdoor adventures that demands some good quality clothes that can hang in there season after season.
We focus on working with some talented artists and always add some fun graphics on our styles that all ages can enjoy. I have grown up myself very much in love with the skate and snowboard scene and have skated and snowboarded for over 15 years.
When the opportunity came to design for A/S it was quite a natural choice for me to add my love for streetwear and surf and skate inspired clothing. We have long catered for the size 1-12 age, but from next season we have taken it up to size 14 as the demand for bigger sizes has been very strong.
 
How did you get started? I started as a graphic designer and illustrator working for several brands doing graphics for their clothing. I have worked with some great labels such as Mini and Maximus from (USA) and Munsterkids (AUS) and l learnt a lot about the garment industry while doing that.
I also use to have a blog called Minor De:tales where I gathered everything I found inspirational from the kids universe and had a chance to collaborate with a lot of interesting kids brands from around the world. I also freelanced as a photographer and shot a few clothing campaigns before I started designing.
My love for kids clothing and particular boys clothing started many years ago when I had my own kids. I think it’s quite natural to want to dress your kids in fun, comfortable and cool clothing. You end up dressing them a lot so why not make sure it’s in memorable favourites. 
 
My first creation was… A mini tee with a Totoro print for my baby daughter.
 
Currently, binge-watching… Just went through Stranger Things for the second time with my kids, nothing beats lockdown as a trip into the upside down universe.  
 
The best advice I’ve been given…Trust your instincts and have a little faith in fate.
 
Favourite piece in your current collection… We just got a new Summer collection coming which is exciting. I am loving the new Go To Tees which has some great summery washes. The Acid Sky is my favourite. I also like the graphics we designed for the Beached Shirt/Short and the Legacy Crew is pretty rad with a nod to all things retro.
 
Your favourite quote…You can’t use up creativity, the more you use the more you have! – Maya Angelou
 
On the weekend you’ll find me…Outside in nature with a camera in hand.
​
What can’t you live without? Right now? In lockdown here in Melbourne.. a weekend firepit in the backyard and a chance to go over the week’s events with the family under the stars. Preferably with a cold beer in hand.
 
I’m always inspired by…Everything! Colours, films, animation, books, magazines, anything can set off a creative avalanche in my mind which I am grateful of.
 
Summer or Winter? Summer if I can spend it in the swell, or Winter if I can enjoy the snow. But nothing can beat that first warm Spring day or the surprisingly hot Autumn day. 
 
My home is… where my family is.
 
I need…Scandinavian salt liquorice every now and then!
 
Every morning I…Go for a walk along the beach to get the creative juices going and get a big cup of coffee.
 
Last book you read? So The Wind Won’t Blow It All Away by Richard Brautigan.
 
My dream dinner party guest list…Oh wow.. let’s see Rick Baker (monster maker extraordinaire) for all movie questions and set stories, Viggo Mortensen for all my art and photography questions and Ruth E. Carter for all those amazing film costume design stories. 
 
If you could collab with anyone who would it be? Love the whimsical brand Lazy Oaf and Ozzy Wrong always does such fun creations with Volcom. Both which would be fun to collab with for a fun and colourful kids brand.
 
Dream holiday destination…I am not picky these days! Even a weekend away from the house would be amazing, but I still dream of doing that North American road trip that Allen Ginsberg got me so fascinated with in my 20s.

What an awesome insight into what makes Alphabet Soup one of the leading labels in Australian kids style, thanks so much Annica! Here at Knee High Agencies I'm excited to be able to show you the complete Alphabet Soup range of clothing & accessories.

Contact me to for information on Wholesale Kids Fashion brands.

Note - Questions answered in this blog were answered during the Victorian Lockdown in September.