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BRAND OF THE MONTH: SOMEWHERE NOWHERE

This month we're featuring SOMEWHERE NOWHERE, the brand founded in London by Rex Lo and Elly Cheng. We got the chance to chat to the women behind the brand to find out more about their brand identity, their work ethics and their journey.

We’d love to know more about your career journey so far...what inspired you to start your own brand?

In 2012 we founded SOM in London after we graduated from London College of Fashion. We started off the brand as a spare time hobby with handmade small accessories like key rings, pouches and clutches. Then set up an online shop alongside selling on multiple other online platforms.

Later during the winter, we decided to fully commit to SOMEWHERE NOWHERE while the fashion industry was still living in the post-mcqueen era. We thought the market or typical individuals were lacking some sort of “fun and colour”. It’s like you’ve been through a depression for a while and needed a boost for the change.

We launched our first clothing collection in AW 2012. And two years ago, we left London and returned home to Hong Kong and set up a studio in Aberdeen.

Why did you move your studio to Hong Kong?

We were both raised in Hong Kong and we thought it was time to go back home after a long period of time away from our families.

Who are your typical clients?

Our typical clients are not afraid of colours, texture, layers. They are the ones who are comfortable to take risks and be different.

If someone had 24 hours in Hong Kong, where should they go?

Sheung Wan Market for a self-service dim sum breakfast. Take a tram for a slow-paced journey all the way to Shau Kei Wan. Hiking along the Dragon’s back trail for the remarkable view. Dinner at aN open-air “Dai Pai Dong” in central for the truly authentic Hong Kong experience. While shops are closed, take the ferry to Kowloon and walk along the Avenue of Stars in Tsim Sha Tsui for the world class view of the Victoria Harbour.

Describe the style of SOMEWHERE NOWHERE in three words…

Simple but different

Where do you go for inspiration?

We don’t have a specific source of inspiration. It could be from anywhere. Sometimes, it can be something from our childhood, or some photographs we took from our holiday trip, or even a series of great Japanese anime that inspire us to work something out.

What are your top tips for people who want to get into the fashion industry?

Nike is right - Just do it! The fashion industry is huge and if you weren’t given an opportunity before, then make your own and just do it anyways. These days online platforms, websites, payment gates, emails…etc are almost all free to set up and all it takes is your motivation to create a product and put it online. You won’t be guaranteed a successful start but keeping great ideas in your head won’t make you go further.

What does your average work week look? What is the most enjoyable part?

We are in the studio almost every day, Monday to Sunday. During the weekdays, we will be dealing with our orders, deliveries and occasionally visiting Shum Shui Po for materials. For the weekends, it will be more relaxing, and we can work on designs and our online platforms and start preparing for the coming week. Seeing any design come to life is probably the most enjoyable part.

Who would you love to see wearing your designs?

Kiko Mizuhara

Finally, what’s next?!

We have projects involving art directions, styling and photography upcoming soon. SOMEWHERE NOWHERE is not only about clothes, it can be anything.

You can find out more about the brand and their latest collections on their website and Instagram

#brandofthemonth #fashion #BrandoftheMonth2018