What began as a passion project among three childhood friends has blossomed into a thriving enterprise, thanks to the innovative use of artificial intelligence. Founded in 2016, the Mexico City-based startup Someone Somewhere connects rural artisans with global supply chains, blending traditional craftsmanship with modern technology to create sustainable fashion products.
Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez, who had been volunteering to support indigenous communities since their teenage years, saw the potential in the artisans they met. Realizing the value of their beautiful, sustainable handiwork, they envisioned a business that would bring these traditional skills to a global market.
Someone Somewhere started by helping artisans organize into cooperatives, formalize their businesses, and access financial resources. The company provided materials and paid artisans for their work, which included a 50% advance and the remaining payment upon completion.
In 2023, the company tapped into the potential of AI, specifically Stable Diffusion's text-to-image model, to scale its operations. By feeding the model data on materials and techniques used by artisans, they generated concept images of popular products reimagined with traditional craftsmanship. These AI-assisted designs were posted on platforms like LinkedIn, tagging major brands.
The strategy paid off dramatically when a concept for an Adidas-branded Mexican National Team soccer jersey went viral, garnering over a million views and catching the attention of Adidas. The post highlighted the potential impact of incorporating artisan work into global products, estimating that each shirt could provide significant economic benefits to thousands of artisans and their families.
Within days, Adidas reached out, and within weeks, an agreement was in place. The collaboration resulted in a collection of hand-embroidered jerseys, which not only celebrated Mexican artisans but also captured widespread media attention. The jerseys, available to adiClub members and content creators, featured QR codes linking buyers to stories about the artisans behind the work.
The AI-powered approach has significantly accelerated Someone Somewhere's growth. The company’s product output surged from 10 to 5,000 items per month, and revenue grew 36 times over the past three years. The use of AI allowed the company to quickly demonstrate potential to major brands, leading to partnerships with companies like Gator Cases, Google, Uber, Stripe, and Amazon.
One unexpected success came through the use of QR codes on their products. Ross Howe, CEO of Nimble, discovered Someone Somewhere's work through an amenity kit on a flight. Impressed by the quality and the story behind the products, Nimble reached out, leading to a collaboration on Apple-exclusive travel kits. These pouches, sold in Apple stores across 30 countries, further showcased the brand's commitment to sustainable and impactful design.
Someone Somewhere has raised $1.7 million in funding from various investors and has been profitable since 2022. The startup is currently seeking additional investment to capitalize on trends in nearshoring and sustainable procurement.
Antonio Nuño highlights the dual role of AI in their success: “AI has shown companies the potential of what we can achieve together. It’s an amazing way to demonstrate the value we bring and has opened doors to new partnerships.”
As they continue to grow, Someone Somewhere remains focused on their mission to integrate traditional craftsmanship with modern design, creating high-quality, sustainable products that honor artisan communities and influence global markets.
