Pink Soda was started over 25 years ago. It was the quintessential 80's brand, focusing on trend lead fashion. Its designs were worn by the 'it' girls of the 80's, from Kylie to Whitney Houston. Sold to the best stores this successful label was at the for-front of 'fast-fashion'. These days the brand has evolved into a high-end lifestyle collection with its premier line Pink Soda boutique, this range is sold to major boutiques and departments stores around the world. Launched at Milan Fashion week in 2001, Boutique is a feminine collection imbued with English tea party, handicraft and vintage influences. Its Bohemian styling has a strong impression and delights its fans such as Erin O Conner and Sadie frost. Its relatively new sister label Urban by pink soda was launched in 2004 to offer a distinctly street wear offering. A result of infinite client request for the addition of more casual styles, urban was created to fulfil the need for casual styling with a feminine twist. With the success of Pink Sodas women's brands and noticing a gap in the market for Pink Soda's creative spin on Menswear, it seemed a natural progression to move into the menswear market. Prime-Rib Pink Soda's new menswear line is launching with its Spring Summer '07 collection at Milan Fashion week. This is a clean, fresh collection, drawing on Pink Soda's signature traits of prints and embellishments to create subtle styling with attention to detail.