Connecting Artisans and Global Companies: How Someone Somewhere is Revolutionizing Sustainable Products
A Viral Post: How Someone Somewhere Caught the Attention of Adidas
AI Helps Create Jobs: The Role of Artificial Intelligence in Someone Somewhere’s Growth
QR Codes Land a Deal with an Apple Supplier: How Someone Somewhere’s QR Codes Led to a Partnership with Nimble
In recent years, the demand for sustainable products has been on the rise. Consumers are becoming more conscious of the environmental and social impact of their purchases, leading to a shift towards ethical and eco-friendly options. However, finding high-quality and stylish sustainable products can still be a challenge. That’s where Someone Somewhere comes in.
Someone Somewhere is a Mexico City-based startup founded by Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez. The trio, who have been friends since childhood, have a vision of connecting rural artisans with global companies to create sustainable and on-trend products. They believe that by showcasing the talent and techniques of these artisans, they can help create a more sustainable supply chain.
The startup works with hundreds of rural artisans in Mexico’s poorest states, helping them organize as cooperatives or small businesses. They provide support in formalizing their operations, accessing banking services, and building community savings accounts. The artisans are paid for each product they make, with Someone Somewhere supplying the materials and paying 50% in advance and 50% upon completion.
In its early years, Someone Somewhere secured contracts with companies like Ben & Frank and Rappi. However, in 2023, the founders realized they could leverage AI to scale their business even further. They used Stable Diffusion’s text to images model to create AI-assisted concepts of well-known products, showcasing how they could look if made with artisans from different regions. They posted these concepts on social media platforms like LinkedIn and Instagram, tagging the companies they were targeting.
One post, in particular, changed the game for Someone Somewhere. They created a concept for an adidas-branded Mexican National Team soccer jersey and posted it on LinkedIn. The post went viral, receiving over 1 million views and catching the attention of adidas. Within days, the startup had an agreement to launch a physical product, hand-embroidered by women artisans from the Sierra Norte of Puebla, Mexico. The collaboration was a huge success, reaching over 50 million people and generating widespread media coverage.
This viral post not only catapulted Someone Somewhere into the spotlight but also highlighted the power of AI in creating jobs. The startup saw rapid growth, going from designing 10 products a month to 5,000. Their revenue grew 36x in the last three years, and they now work with triple the number of brands compared to the previous year. AI has allowed them to accelerate their partnerships with companies, demonstrating the potential of what they can create together.
Apart from AI, Someone Somewhere also owes part of its success to QR codes. Through the use of QR codes, they inadvertently landed a deal that placed their products in Apple stores worldwide. Their QR codes led to a partnership with Nimble, a company that makes sustainable electronic accessories. Someone Somewhere sells their products to Nimble, which then sells them to Apple. The unique and high-quality nature of their products caught the attention of Nimble’s CEO, who was a Delta One business class customer and received an amenity kit made by Someone Somewhere. This chance encounter led to a fruitful partnership that resulted in a collection of PowerKnit Travel Kits with USB-C charging cables, available in Apple stores in 30 countries.
Someone Somewhere’s success story is a testament to the power of combining sustainability, innovation, and partnerships. They have proven that by leveraging AI, they can showcase the potential of artisanal products and attract collaborations with global brands. Additionally, their use of QR codes has opened doors to unexpected opportunities, landing them a deal with an Apple supplier.
As Someone Somewhere continues to grow and expand its reach, it remains committed to its mission of honoring the work of Mexican artisans and embracing cultural heritage. They are actively exploring new projects and collaborations, aiming to make a lasting impact on the fashion and accessories industry. With their innovative approach and focus on sustainability, Someone Somewhere is paving the way for a more ethical and inclusive future.
