8000 Aarhus, Denmark
Established in 2015, Sometime Soon found its place in the childrenswear market when former Danish couple Cathrine and Jacob Høilund spotted a gap for cool and comfortable streetwear inspired clothing for boys. With years of experience in the textile industry and a love for fashionable, high-quality clothing, the brand was born. Fast forward seven years, and hummel are now the proud owners of Sometime Soon.
Sometime Soon are an embodiment of hope and dreams, and this is telling in the brand’s name itself. It’s a testimony of opportunity and optimism. It’s looking ahead to the future.
Although initially created for boys aged 2-14, the intention behind the brand has always been unisex appeal. Staying true to the original streetwear aesthetic of the brand, Sometime Soon continue to represent a clean and effortless yet bold aesthetic where diversity and urban life drive the expression each season.
Since the launch of the brand in 2015, Sometime Soon have already enjoyed public success. Picked up by a Swedish stylist working for the Kardashian’s and Madonna, the kids of these celebrities have been spotted wearing the label. And closer to home, children of globally renowned Danish fashion influencer, Pernille Teisbæk, have also been seen wearing the brand. With this widespread attention at its core, hummel look forward to pushing the brand even further into new, international territories.