“We are now living up to our name and become somewhere and at the same time we are nowhere to be bound at.” Interview with Rex&Elly, the founder of SOMEWHERE NOWHERE

Continuously venturing beyond their comfort zone and experimenting with various endeavors prompted Rex and Elly to christen their innovative streetwear label SOMENOW. Reflecting their life ethos, the designs exude an unreserved embrace of self-expression and audaciousness. It’s a reflection of their ingenious selves. Bold hues dominate, coupled with a touch of surrealism, resulting in designs that are whimsically dreamlike.

Rex&Elly: We thought it would a challenge to us and also an opportunity as well. A challenge to test our skills and what we experiences during our time at LCF. And also an opportunity to create something we would loved and for most of the time, stepping out of our comfort zone.

The way we named our brand was actually a brainless decision, be it turns out to become very true. Over the years we have overcome our limits and we tried to be somewhere and everywhere within the creative industry, whether it is clothing, photography, styling, art directions, furnitures, interior and space designs…etc. We are now living up to our name and become somewhere and at the same time we are nowhere to be bound at.

Rex&Elly: We both have different design aesthetic and way of thinking as well. We thought this kind of contrast will pave the exact way of how SOMEWHERE NOWHERE works. Always full of surprise and sparks. We also believe if creative decisions are made from equal minds and thoughts, where’s the fun in it?

Your skill in conveying through colors is impressive. Could you share what colors signify in your designs?

Rex&Elly: Color is one of the first priority when it comes to our design process. Colors sets the mood, energy, temperature and many more aspects you can link with the designs. We see color as an aura and it glows on you, and simultaneously glows on other people as well. It can make you go stealth and on the contrary you can become the brightest star out of this world.

How do you describe SOMEWHERE NOWHERE in a sentence?

Rex&Elly: SOMEWHERE NOWHERE speaks for anyone who dares to express themselves and fearless with colour and texture.

Rex&Elly: We always envision our beloved followers to be the biggest star of their own story, whether you’re Disney princess or a cyberpunk neo kids, you will be walking down the street and entering a party with the great color of all, and of course you’ll be damn proud of it.

How did you come up with the collection every time?

Rex&Elly: We draw inspirations from every bits of stuff during our daily life and it’s sometimes very personal too. We enjoyed a lot of comics, anime and video games, they made us disconnect with the reality for a while. Sometimes our work became the extension of our dream and our virtual self. The collections always start with these kind of background and emotions and from then we will develop on fabric, colors, silhouette…etc.

What are some of the challenges you encountered while building your brand?

Rex&Elly: One of the biggest challenge we have is to keep up with the world! While the world is moving crazily fast and in all sorts of weird way, it is very important to know your believe and still remember who you are, instead of following and floating into the stream of chaos happening in the world right now.

Never forget about creativity when entering this industry.

Text by Yiyao Zhang