Rookie
Positioned as 'Streetpunk' fashion brand for happy youngsters; Soupisok's top fashion item is their colorful collection of wristbands. Intended for trend setting partygoers, the wristbrands are set to make a debut at this summer's festivals and the 'Apenkooi' parties.

The concept of bright wristbands stems from the 1980s when florescent fashion and wristbands were a mainstream part of hip fashion.

Implications - The comeback of wristbands displays the artistic attitudes that accompany consumers who are willing to try anything to look fashionable. Whether it's wearing clothing that's a throwback to the past or dressing eccentrically with the most unusual outfits, people dare to be different in fashion as a form of self expression. Designers and brands need to adopt the same daring mental outlook to keep up with the constant change of style and attitudes of consumers.