MermadeTM x BarbieTM
Mermade Hair goes #barbiecore The dream of all dream collaborations, Mermade Hair™ x Barbie&#...
A recap: So Beauty Drops in-house beauty event
We connected with old and new friends, met people for the first time, introduced brands to press, in...
ICI PARIS XL: Bring your bottle back
Queen Maxima bought two of them, the No Waste Chair by artist Kees Dekkers, who hopes to raise aware...
New in @So Mermade Hair
Mermade Hair is a Female-Founded Australian brand and the creator of the original and best triple-ba...
Peggy Gou: the international face of Authentic Beauty Concept
Meet Peggy Gou, a world-renowned DJ originally from South Korea; she’s now based in Berlin and...
New in @So: remari
In the pursuit of a balanced mind, body, and spirit connection, self-care and self-acceptance play a...
So does MFW – Elisabetta Franchi #EFFW23
At So we aim for a holistic approach, meaning we look at a project as a whole. That also means we do...
Steve Madden x Fred van Leer: #ToBiteFor
Introducing the #ToBiteFor collection by Steve Madden x Fred van Leer! Bold, colorful, and a little ...
New in @So: LORI-LORI
“Believe the hype.” As a brand LORI-LORI believes that everything that’s done by heart, is...
Jane Lushka showed AW23/24 collection in Supperclub, Amsterdam
The Dutch women’s fashion brand Jane Lushka gave its first fashion show at the Supperclub in A...
A MINDFUL START WITH AUTHENTIC BEAUTY CONCEPT X HOUSE OF DEEPRELAX
In addition to its pursuit of sustainability on all fronts, AUTHENTIC BEAUTY CONCEPT also focuses on...
Unfold.art on Eva Jinek
Ah, the wonderous world of PR. Hard to grip at times very, very clear at others. The latter is the c...
The Comedy Central Roast of Famke Louise
It’s time to get ready for a one-of-a-kind Comedy Central Roast with all-round talent Famke Louise...
New at So: Unfold.art
Unfold.art wants to show you something you’ve never seen before, bringing to life mind-blowing aud...
It’s all in the (Rock & Roll) family: Brood by Lola Pop
When Herman Brood’s 75th birthday was to be commemorated in 2021, a limited edition t-shirt wa...
Gocashmere choses Maartje Verhoef for latest campaign
Gocashmere, a way of life built upon consciously sourced and lovingly made high quality cashmere ess...
New in at So: BALL®
A 1970s icon, the founder of stonewashed jeans, the designer of the first printed sweatshirt in Euro...
King Louie: ReLove
Reduce: Less is more. What do you really need? Respect: Taking good care of your clothing Re-use: ...
Authentic Beauty Concept makes a vegan silver shampoo with purple potato
Ever heard about the Ube? A purple sweet potato that is perfectly bright and purple from the inside ...
FONDAZIONE ELISABETTA FRANCHI ONLUS
“There’s no need to wear a fur coat for our vanity.” – Elisabetta Franchi Always act...
Find us on TikTok
A simple hello could lead to a million things, but a complicated dance routine could also lead to so...
TENWAYS, the accessible e-bike for everyone
“Energized urban rides.” Born out of a love for the environment, a passion for cycling and a nee...
New in @So Marcus Elizabeth
Angelo Carlo Marcus Elizabeth (his friends call him Angelo and we will too from now on) was born on ...
LaDress paints the city of Amsterdam lilac
Posters that appear in free places to activate opinion or propaganda have long been associated with ...
The De’Longhi Coffee Lounge
The De’Longhi Coffee Lounge is where finding new coffee roasts and the latest on your favorite bre...
Happy summer for those celebrating
Aaah, summer here you are again. Work continues as per usual however as season’s change our need f...
New in @So: B.L.A.H.
The new shoe brand from Amsterdam ditches the ‘BLAH’ around sustainability. B.L.A.H. is challeng...
New in @So: Fannie
“THE PLEASURE IS (Y)OURS…” With the pandemic in full swing, it seemed like sex might just be t...
New in @So: AMAKIN
Growing up, traveling around, meeting new people, Amal realized that scents, perfumes and fragrances...
New in @So’s portfolio: Madre
A greed for the good, an eye for others, the neighborhood and the world. Madre, which opened earlier...
A mindful experience with Authentic Beauty Concept
Celebrating Spring, get togethers and the newest mindful additions to the ever expanding Authentic B...
New in @ So: JoHeath
Buying a bag is often seen as a guilty pleasure. But not JoHeath’s bags and accessories, those...
Luisa Cerano: Dry Indigo & The Denim Project
With “The Denim Project” Luisa Cerano launches a sustainable capsule collection with real jeans ...
As seen on screen…KAZE
KAZE face masks inject personality to our new daily necessity. Coming in a range of different color ...
New in @ So: Jane Lushka
The Netherlands based brand, Jane Lushka, does not have a complicated story or strategy, it is a men...
Party with Floris van Bommel
Floris van Bommel’s festive shoes for men and women turn every occasion into a memorable party. We...
New in @ So: King Louie
A household name in Amsterdam and beyond and a frontrunner in the field of vintage and sustainable f...
Billion Avenue: Party Collection
There ain’t no party like an ear party and Billion Avenue knows how to throw those best. For the s...
Floris van Bommel X Robin van Persie
Floris van Bommel has developed a collection together with football legend Robin van Persie. Floris ...
Steve Madden launches Inclusive Collection
A collection for literally everyone. Steve Madden embraces diversity and inclusivity. The label is f...
