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How it all began

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 sons. 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 SOMETIME SOON was born.
SOMETIME 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. And as an added bonus the majority of the collection is organic too!