This past week @So it was all about MOVING. Frankly we moved a lot; ‘decluttering’ 16 years of matter, dropping a lot of ‘old’ stuff and moving a lot of energy in order to let the new flow in smoothly. The So team did an amazing job together with all the partners in constructing, restyling […]

In 2018, the Amsterdam-based Mitchell Rahder, Dyllan ter Hoeven and Cameron Cornelia started a new project: New Wave. They founded a brand within a segment of streetwear in which they saw that there was no offer yet, it turned out to be a success. Based on the same shared passion for creating and the ambition […]

“Buy less, choose well, make it last.” Studio Anneloes, the Dutch fashion brand that openly communicates the footprint per garment, celebrates its 15th anniversary. Studio Anneloes was founded in 2006 and arose from a need for a label that can continuously innovate and really responds to the moment. What once started with just a few […]

Just in time for garden and rooftop season: Floris van Bommel launches a collab with Big Green Egg. Taking him and the team far beyond the “shoe bubble” in which they find themselves as a company. Floris: “Over the years we have worked together with a colorful group of companies and people. The only thing […]

As of today, the newest Marie Claire will be in the shops, featuring their annual presentation of the Prix d’Excellence de la Beauté 2021. And as it turns out…Authentic Beauty Concept has won a Dutch award for the best hair product. We must admit that we understand why, as their product ranges are not only […]

Alexis Foreman is an Art Director, Content Creator and Style Curator from Brighton, with a love for skincare and beauty. You might know her best from her perfectly curated Instagram account, her iconic teeth gap or her Sunday Sessions. On top of that she is one of our favorite content maker’s out “there”. This morning […]

A well known match for us Dutchies as Miljuscka is a famous TV-personality and a pioneer when it comes to the #bodypositivity movement, sharing the same beliefs as Livera. Both of whom are committed to the fact that women can be themselves, no matter what they look like and without being guided by the perfect […]

The final part of the trilogy created partly in honor of International Women’s Day, but mainly to applaud the female entrepreneurs we get to work with on a daily basis. A succession of different So brands and their female leaders, a collection of different women, powerful women, diverse women. Women who stand for something, women […]

The location? J.K Place, Paris, but seen from your own home. On the schedule? An exclusive lesson in Italian by Andrea Damante followed by a cocktail shaking lesson with a celebrity mixologist. But most importantly, the occasion: Guess’ first fragrance Bella Vita. Our job? Inviting influencers and their international following to not only join the […]

Part two of this trilogy, created partly in honor of International Women’s Day, but also to applaud the female entrepreneurs we get to work with on a daily basis. A succession of different So brands and their female leaders, a collection of different women, powerful women, diverse women. We asked these female entrepreneurs the same […]