Active Thinker.
Restless Creative.
Maker.

G.

I’m Guillermo Erice, also known as Soaptwo or simply "G". I was born in the US to Spanish parents and have lived in many places since. Being on the move has become a constant in my life, and for now home is Madrid.

My 9 to 5 revolves around sneakers: I’m Director of Brand and Strategic Partnerships at Noirfonce, where I build collaborations, spaces and campaigns with brands like adidas and New Balance. Outside of that, photography has taken me deeper into street culture. From concerts to abandoned places, I see myself as a documentarian, capturing moments as raw as they come.

I came into this world through sports, graffiti and hip hop. Sports taught me discipline and to give every project everything I’ve got. Graffiti taught me to see the city differently and to find an angle where others don’t look. Hip hop taught me that culture is built by people and community.

Explore the work below, and if something connects, get in touch.

EDITORIAL

Editorial work for fashion houses has been an amazing unlock. Working with brands to transmit a story behind certain products has been a true pleasure. Editorial work with brands like Market, New Balance, Nike, and many more can be seen under the “Projects” tab at the top.

STREET

Capturing the essence of what goes on has become my go-to. Constantly on the move and capturing raw imagery of street culture is a healthy obsession. From Paris Fashion Week, to unconventional meets, the idea is to capture what I have had the absolute pleasure of experiencing.

STUDIO

Of course, lab shots are necessary means to an end. Whether that’s to later repurpose in further design, or to document specific elements, I have set up an in-house studio that can cover large formats, as well as small devil’s-in-the-details shots.

CONCERTS

Concerts are a very intimate thing. To be able to capture an artist at work is a real honor and pleasure. I do not limit myself to a specific genre, as capturing urban tribes is part of the fun. From Hardcore Punk to Pop, it's all about capturing the energy.