• Follow us

STRONGER: Heat Wave

While there was an actual heatwave overtaking the city we celebrated the launch of STRONGER’s Heat Wave collection, their hottest drop ever. A heated collection featuring sunkissed shades, bold stonewashed pieces, and perfect-fit silhouettes that highlight your glow. We gathered with some of our favorite girls for a HOT day in the city. From skating […]

Meet Camp Snap

Meet Camp Snap, the screen-free digital camera that helps you live in the moment. Originally designed in the States for kids at summer camp, this retro-style gadget quickly became a cult favorite for all ages. With no screen or filters, it encourages you to stay present and capture memories as they happen, no distractions, no […]

New in @So: Amsterdam Teas

Hidden in Amsterdam-Zuid, Amsterdam Teas is not your average tea shop. Dubbed “the world’s smallest tea museum,” the shop feels like a cozy living room. A local secret where tea lovers connect, taste, and learn. Founded by ex-academic Geoff, it’s a tiny space with a big mission: to bring real, high-quality tea, and the stories […]

Authentic Beauty Concept launches revamped Replenish products

A new chapter in haircare In a time where self-care and conscious beauty are more essential than ever, Authentic Beauty Concept proudly introduces the revamped Replenish line: a luxurious, vegan haircare collection designed to restore and nourish hair with an incredibly lightweight feel. Inspired by holistic rituals and sustainable beauty practices, the new Replenish products […]

New in @So: Seeger

SUPER FAST. SUPER COOL. SUPERSLUSH! Meet Seeger and the summer hit of 2025 Say hello to Seeger, the new Dutch brand turning everyday moments into something fun, stylish, and effortlessly cool.Their summer showstopper? The SuperSlush – a powerful, compact slush machine that brings instant refreshment with just the push of a button. An ice-cold slush, […]

The Coiffure Award 2025: the nominees are in!

The Coiffure Award 2025 nominees are in! Entries had been carefully reviewed by both the Dutch and international (UK-based) press and professional juries. Being nominated for the Coiffure Award is not just an achievement, it’s a moment worth celebrating. And that’s exactly what happened: 62 salons, 87 nominees, and countless emotional reactions. “Behind every door, […]