“The stories we tell decide what we remember, what we value & what we fight to protect.”

co-founder Joe Holway

wear the story.

SOMO Collective exists to reconnect people with the story of what they wear. Founded by lifelong friends, we create for the communities that inspire us while challenging the cycle of fast fashion and overconsumption. Through storytelling, education, and timeless design, we aim to shift how people see apparel—from disposable trends to meaningful responsible pieces that last.

Story tellers disguised as an apparel brand.

Every Object we touch carries a story. of land, of hands, of time . the question is whether we keep ignoring those stories, or start telling them honestly.

“The stories we tell decide what we remember, what we value & what we fight to protect.”

wear the story.

Every Object we touch carries a story. of land, of hands, of time . the question is whether we keep ignoring those stories, or start telling them honestly.

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