Someday soon
is currently sold in 22 countries around the globe
at various different retailers such as
Barneys NYC, Selfridges, Harvey Nichols, Boon Jr, Magasin, Kids21,
Nordiska Kompagniet and many more.


This is the story of how it all began
- only 2 years ago:




After countless requests,
and with more than 10 years experience in the fashion industry,
Danish couple Jacob & Cathrine Høilund decided
to set out on an adventure to create a street fashion brand for boys aged 2 – 14 years.

The couple, married with three kids, identified a gap in the market after having difficultly
finding cool things for their eldest son. Cathrine says:
“Whilst finding pretty stuff for our daughter was never a problem, it soon became obvious
that there was a big need for a cool,
comfortable and fashion-forward brand for boys.
That's how Someday Soon was born."

Someday Soon is a premium street fashion brand intended for boys
but looks awesome on girls too!
By mixing nordic simplicity with classic streetwear silhouettes and details,
Cathrine and Jacob have created a collection of printed tees,
sweatshirts, jackets, pants and accessories
that hit just the right balance between comfortable and cool.
Look out for amazing all-over-prints,
comfortable and cool sweatpants,
amazing outerwear and accessories too.


Find out more about the brand in the interview with designer Cathrine below.


HOW DID SOMEDAY SOON FIRST COME TO LIFE?

With three kids, two boy and a girl we, Jacob and I, had for some time struggled
to find just what we needed for our eldest son. Whilst finding pretty stuff for our daughter was never a problem,
it soon became obvious that there was a big need for a cool, comfortable and fashion-forward brand for boys.
That's how Someday Soon was born.

HOW DID YOU COME UP WITH YOUR NAME?

For me all the colorful kids of the world are the hope for the future -
they are the 'Someday Soon', so it wasnt so hard really!
The name Someday Soon is just perfect for kidswear. It holds so many promises and so many opportunities.
Someday Soon – ANYTHING is possible!





WHAT IS THE DESIGN PROCESS AND HOW ARE THE COLLECTIONS MADE?

My design process is very organic, and the collection usually comes to life little by little.
I find inspiration everywhere from creepy crawlies in the garden to high-end fashion shows or music videos.
I usually start by selecting a colour-palette that appeals to me. In between seasons I take hundreds
of pictures of just about anything and once I sit down to start a collection
I gather everything on a moodboard and it all starts from there…
Then a print comes to mind or perhaps a statement and then things
kind of develop from there.


IF YOU HAD TO DESCRIBE SOMEDAY SOON IN THREE WORDS, WHAT WOULD THEY BE?

Cool, comfortable and fashion-forward (with a BIG splash of the colour black).


WHAT DO YOU LOVE MOST ABOUT DESIGNING FOR BOYS?

The fact that I can keep it simple and clean without too many fussy details
is perfect for my design style.




WHAT DO YOUR KIDS THINK OF YOUR DESIGNS?

They love it – naturally!! And even our daughter wants to wear it too!!


WHAT'S YOUR DESIGN SPACE LIKE?

A crazy mess : )


AND FINALLY WHAT IS YOUR FAVORITE PIECE FROM THE SS17 COLLECTION?

Oh there's so many great items in the collection
which is coming out in January 2017,
but i have to highlight the REVOLUTION tee,
its so cool with he big print on the back.
Also i love all items with our cool all over palm-leaf print,
its so in-thread with our love
for black whilst still very summery too!





THE END!


We hope you enjoyed our story.
Feel free to contact us at anytime if you
want to know more about
Someday Soon

info@someday-soon.com
+45 76307002

Much love from Denmark
Cathrine & Jacob