Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez have been lifelong friends who share a passion for helping indigenous communities. As teenagers, they began volunteering in Mexico and other countries, where they discovered the incredible craftsmanship of local women artisans. They were inspired by the sustainable practices and beautiful products these artisans created, leading them to the idea of connecting these artists with global supply chains.
In 2016, they founded Someone Somewhere, a startup based in Mexico City. The company works with rural artisans in Mexico’s poorest states, helping them organize as small businesses or cooperatives. They provide support such as formalizing their businesses, accessing bank accounts, and building communal savings accounts. The artisans are paid for each product they create, with Someone Somewhere supplying the materials.
In the early years, the company secured contracts with larger companies like Ben & Frank and Rappi. However, in 2023, the founders realized they could utilize AI technology to further scale their business. They partnered with Stable Diffusion and used their text to images model to design AI-assisted concepts of well-known products. These concepts showcased how iconic items could look if they were made with artisans from different regions. The founders posted these designs on platforms like LinkedIn and Instagram, tagging the companies involved.
Their breakthrough came when they posted their concept of an adidas-branded Mexican National Team soccer jersey on LinkedIn. The post went viral, garnering over 1 million views and catching the attention of adidas. Within a day, adidas reached out to arrange a meeting, leading to a collaboration to create a physical product. The resulting collection of Mexican National Team jerseys, hand-embroidered by women artisans, symbolized the collaboration between adidas and Someone Somewhere to honor Mexican artisans and embrace the country’s cultural heritage.
The marketing post reached over 50 million people and received extensive media coverage. The success of this collaboration demonstrated the power of AI and how it can create jobs instead of eliminating them. Thanks to AI technology, Someone Somewhere went from designing 10 products a month to 5,000, and their revenue grew significantly.
The use of AI has opened doors for Someone Somewhere, allowing them to connect with major brands like Google, Uber, Stripe, and Amazon. They have entered into partnerships to create co-branded sustainable accessories and merchandise for these companies.
In addition to AI, Someone Somewhere’s use of QR codes also led to an unexpected opportunity. Through their partnership with sustainable electronic accessories company Nimble, they landed a deal to have their products sold in Apple stores worldwide. Nimble’s CEO, Ross Howe, discovered Someone Somewhere when he received an amenity kit made by them during a flight. Impressed by the quality and mission of the company, he reached out to explore a partnership. Today, Someone Somewhere’s products are sold in Apple stores in multiple countries.
Throughout their journey, Someone Somewhere has raised $1.7 million in funding and has been profitable since 2022. They are currently in the process of raising another round of funding to take advantage of growing trends in nearshoring and sustainable procurement.
Overall, the story of Someone Somewhere showcases the power of entrepreneurship, innovation, and social impact. By leveraging AI and establishing partnerships, the company has not only created job opportunities for artisans but also raised awareness about traditional craftsmanship and sustainable practices. They have proven that it is possible to create successful businesses while making a positive difference in the lives of marginalized communities.
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