• Follow us

New in @So: B.L.A.H.

The new shoe brand from Amsterdam ditches the ‘BLAH’ around sustainability. B.L.A.H. is challenging the phenomenon of blah blah blah culture – worthy statements that don’t mean a lot. Believing also that brands have become far too worthy – and, quite frankly, boring – by over-communicating their sustainability credentials, B.L.A.H. is based on the belief […]

New in @So: Fannie

“THE PLEASURE IS (Y)OURS…” With the pandemic in full swing, it seemed like sex might just be the second most talked about topic; couples had more time for each other than ever and singles kept on swiping. Slowly but surely an opposite movement arose; the hurried existence gave way to an inward-looking attitude with more […]

New in @So: AMAKIN

Growing up, traveling around, meeting new people, Amal realized that scents, perfumes and fragrances can invoke conversations, memories, and experiences. Scents can be associated with a particular time and place, where we were, and who we interacted with. It can remind us of experiences over which we still hold deep feelings for years after! Scents […]

New in @So’s portfolio: Madre

A greed for the good, an eye for others, the neighborhood and the world. Madre, which opened earlier this year in Amsterdam’s Jordaan district, is part of a positive change. The plant-based restaurant embraces the people who are at the cradle of a collection of small revolutions. Join Madre and meet these local heroes, the […]

A mindful experience with Authentic Beauty Concept

Celebrating Spring, get togethers and the newest mindful additions to the ever expanding Authentic Beauty Concept product range. Wouter de Jong took our minds to the gym, RAE Blooms got us flourishing and the vegan spread by Feisty Feast was well feisty indeed. Brand ambassadors, new friends of the brand, beauty professionals and press united […]

New in @ So: JoHeath

Buying a bag is often seen as a guilty pleasure. But not JoHeath’s bags and accessories, those are all pleasure, no guilt. The sustainable, luxury label, with a special love for the swallow, is dedicated to designing timeless pieces made with ethically sourced materials (like fish leather!) – fashionable designs that leave no trace. Certified […]