How is it possible to start something from nothing? Of course this will not happen over night, nor automatically while you're awake; you need enough passion to survive a whole lot of hard work with nothing in return and still thinking it's worth it.

We have chosen to be very open and share the beginning and struggle that it can be to start something from scratch without big investors or sponsors. According to people you meet it should be almost impossible, but if someone out there can find inspiration in someone else who never gives up and this can make them do the same thing it's worth all of it.

In 2013 a vision started to develop from creative passion but like all ideas they have to meet reality sooner or later and need funds to grow. So far we gave crowdfunding a shot twice which led to the making of prototypes and the presentation in end of Novembre 2014 where we also had a small shop.

In June 2015 we hosted our first real pop-up shop in Gothenburg where you could find a few illustrations made on the side by designer Elin Andersson in her company name All-Elin. If you click the logo on the right you get to the website www.allelin.com.

Since then this concept with pop-up stores have continued on.

Words, thoughts and ideas

I recently remembered I have this blog and plan to continue to share some thoughts with anyone who finds them...literally since there is not much advertising surrounding this...yet.

Some people probably expected me to give up long ago, well it has ben close a few times, but the passion is stronger, the vision clearer and there is no turning back after tasting freedom.

This is an interesting ride to say the least!


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Etiketter: alive

When I had a meeting with a woman who works successfully with marketing and branding, she asked a question that kind of made me reflect on what I do. She asked what the main reason is for me to do this, the core of Somenid, and after thinking a few seconds I answered that it's all about the passion I have for creating things.

The idea of starting a business is not based on the desire to get rich, famous or even successful really; it's based on me wanting to be able to live on what I love and share it with others who hopefully get it when looking at my work.

She then wanted to know how I translate this feeling from idea to reality, how potential "fans" are supposed to understand this and choose me instead of others who might or might not do similar things? It made me think; I grew up as a very visual person who kind of always assumed I would one day draw for a living one way or another, but in what way was not the main thing. Sharing this without people thinking you want to brag about how talented you are, but actually need to if you want to make money from it, does not come naturally to me. Quite the opposit; I tend to prefer just producing things and put them in a box or sell them without a big fuss. I realise it's very different now, but while it's a challenge, I have always loved mastering new situations and learning from them. I have all kinds of plans in my head, now it's time to pull them out of there and exposing them (well some might prefer being hidden)!

I'm open to this new life where I'm the boss of my own destiny and future.


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The video was made for the last crowdfunding campaign in March 2015, watch to get to know the brand and the designer behind it in a new way. The link to Kickstarter, where it now has a continous spot, is found below. To follow our progress like our page on Facebook or Instagram.

For those who are not familiar with crowdfunding, this is the explanation you get from wikipedia:

"Crowdfunding is the practice of funding a project or venture by raising monetary contributions from a large number of people, typically via the internet. One early-stage equity expert described it as “the practice of raising funds from two or more people over the internet towards a common Service, Project, Product, Investment, Cause, and Experience, or SPPICE.”

The crowdfunding model is fueled by three types of actors: the project initiator who proposes the idea and/or project to be funded; individuals or groups who support the idea; and a moderating organization (the "platform") that brings the parties together to launch the idea."

The progress of a print from test to textile told in photos.

This is the video made for the crowdfunding that closed successfully last summer in 2014. It resulted in the first garments of the collection Oaddap that was then presented in a gallery in Gothenburg, Sweden, on the 28th of November.

Lone; the virtual model created for the first campaign. Spending most of her time on the city streets with her pet-raven Hugin. She will be developed as time goes by but her character is a kind of inspiration during the design process..