Harnessing Tradition and Technology: How Someone Somewhere Empowers Artisans Through AI
Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez have forged a lifelong friendship since childhood, and their bond inspired a unique business venture that merges cultural heritage with modern technology. Their journey began at age five, evolving into a commitment to aiding indigenous communities across Mexico and beyond. It was during this journey that they discovered an incredible wealth of talent among women artisans, whose sustainable and beautifully crafted products sparked the idea that would later become Someone Somewhere.
From Inspiration to Innovation
The trio’s vision crystallized when they realized that these artisans not only held remarkable skills but also the potential to impact broader economic paradigms through sustainable craft. By the time they reached 25, they founded Someone Somewhere in 2016. The Mexico City-based startup aimed to connect artisanal techniques and narratives with global supply chains seeking more eco-friendly and socially responsible production methods.
Today, Someone Somewhere collaborates with hundreds of artisans in some of Mexico’s most underserved states, enhancing their craft’s application in fashion through clothing and accessories. The organization empowers artisans by facilitating the formation of cooperatives, providing crucial access to bank accounts, and establishing communal savings initiatives. Crafting products for global brands, artisans receive fair compensation—50% upon initiation and the remaining 50% upon completion of each piece.
A Game Changer: The Power of AI
In its formative years, Someone Somewhere secured contracts with notable companies like Ben & Frank, the Latin American equivalent of Warby Parker, and tech giant Rappi. However, in 2023, the founders identified the potential of artificial intelligence—specifically the Stable Diffusion text-to-image model—as a transformative tool for scaling operations.
By inputting extensive databases of craft materials and techniques into the AI model, they produced striking visual concepts of iconic products, reimagining them through the lens of regional artisans. Their strategic use of social media platforms like LinkedIn and Instagram to showcase these concepts attracted significant attention, particularly after they shared a concept design for an adidas-branded Mexican national soccer team jersey.
This social media post sparked a wildfire of interest, garnering over 1 million views and drawing substantial visibility from adidas employees and fans alike. Nuño highlighted that the initiative could generate significant work opportunities for thousands of artisans and their families, breaking cycles of poverty in the process.
A Viral Moment Leads to Major Collaborations
Within just a day of the viral post, adidas responded, initiating discussions that would lead to a groundbreaking partnership. By June 21, the companies launched a distinctive collection of embroidered jerseys, handcrafted by women artisans from Puebla’s Sierra Norte region. Each jersey not only represents the artistry behind its creation but also signifies the collective effort of 11 artisans, symbolizing the 11 players on the pitch.
“Our goal with these jerseys is to honor Mexican artisans while celebrating our rich cultural heritage,” expressed Pablo Cavallaro, adidas’s Senior Director of Brand Activation. The innovative jersey includes a QR code linking consumers to stories about the artisans, making the purchase personal and meaningful.
AI Revolutionizing Artisan Opportunities
Nuño asserts that the rise of AI has been instrumental in the company’s astounding growth, enabling them to create product concepts that swiftly resonate with major brands. They have surged from designing just ten products monthly to an impressive output of 5,000. This exponential growth highlights the duality of AI as both a disruptor of traditional jobs and a catalyst for creating new opportunities.
In the past year alone, Someone Somewhere has produced over ten million products, with the company’s revenue soaring 36 times since inception. This unique blend of tradition and technology has also allowed the team to engage with a wider spectrum of brands, including Gator Cases, Google, and Amazon, scaling their impact through sustainable and responsible merchandise.
Unexpected Collaborations and Future Aspirations
The use of QR codes has been remarkably effective in forging new partnerships. One such collaboration with Nimble, a maker of sustainable electronics accessories, arose when their products appeared in Apple stores globally. An initial encounter with an amenity kit made by Someone Somewhere at an airline sparked Nimble’s co-founder’s interest, leading to the creation of a special collection sold at Apple.
With just $1.7 million raised in funding to date, the profit margins reflect a sustainable business model. Someone Somewhere has been profitable since 2022 and is now pursuing additional funding to capitalize on growing trends in nearshoring and sustainable procurement.
Conclusion
Through innovative methods that intertwine traditional craftsmanship with advanced technology, Someone Somewhere exemplifies how businesses can create meaningful impact while promoting sustainability and empowerment. With their unique approach and collaborative spirit with brands like adidas, they are setting a remarkable precedent for the future of responsible fashion—a true case study in harmonizing artistry with modern enterprise.
As they continue to grow and innovate, the potential for someone somewhere to transform lives and further amplify artisans’ voices keeps expanding, promising a brighter, more inclusive future for craftsmanship worldwide.
