Antoine Lesch founded his clothing brand, SOIN, in 2017, starting with limited hoodie collections and gradually establishing it as a staple of Luxembourg’s streetwear scene. Over the years, he has collaborated with local companies such as Luxair, Stitch Luxembourg, Olliewood Skateshop, and Twisted Cat, strengthening his ties to the country’s cultural sphere. Committed to fostering Luxembourg’s creative landscape, he works closely with local producers and entrepreneurs.

He has successfully launched three pop-up shops in Luxembourg and one in Dublin, expanding his brand’s reach and refining his entrepreneurial skills. Recently, he founded studiodesoin, a creative studio focused on advertising, design, and production. With experience as a social media manager for projects linked to the City of Luxembourg, Rockhal, and local streetwear shops, he excels in digital content creation and marketing strategies.

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