Yesterday, I went window shopping with my significant other at Liverpool, a department store in Mexico City. Two days ago, while scrolling through fashion news on Instagram, I came across the new collaboration between the Mexican artisanal sustainable brand Someone Somewhere and Adidas.
The collaboration between Someone Somewhere and Adidas is part of the launch surrounding Mexico’s third jersey for the FIFA World Cup. The collection does not carry one single official fashion title, but it has been presented under the concept of “Raíces de México” and as part of the “Mexico Third Jersey / Artisan Collection” created alongside Adidas Originals. The collaboration goes far beyond sportswear. Someone Somewhere is a Mexican social enterprise and Certified B Corporation founded in 2016 by Antonio Nuño, Fátima Álvarez, and Enrique Rodríguez. The brand works directly with artisan and Indigenous communities across rural regions of Mexico, creating sustainable employment opportunities while preserving traditional craftsmanship techniques. Their model focuses on four pillars of sustainability: cultural, environmental, social, and economic impact.
One of the most meaningful aspects of the collection is the collaboration with women artisans from Naupan, located in the Sierra Norte de Puebla. Many of the garments feature hand embroidery and artisanal stitching techniques that reinterpret Mexican textile heritage through a contemporary sportswear lens. Each embroidered piece is unique and handcrafted, highlighting the human touch behind every garment.
Another interesting detail is that several pieces include QR codes that allow consumers to learn about the artisan who created the garment. This creates transparency and a more personal connection between the maker and the wearer, something rarely seen in large-scale global fashion collaborations. What makes this collaboration especially important is how a Mexican sustainable brand managed to enter Adidas’ global ecosystem in Germany while maintaining its social-impact values. According to Someone Somewhere’s founders, the partnership demonstrates that artisanal value chains and Indigenous craftsmanship can exist within the production systems of major international fashion and sportswear companies.
A thing that truly caught my attention is that both the brand and the artisans traveled to the Adidas headquarters in Germany (in another post, I talk more about my visit there). https://msbecaramos.com.mx/my-visit-to-the-adidas-head-quarters-in-germany/
The headquarters is an incredible space filled with creativity and history. This particular collaboration speaks volumes about how Adidas is absolutely crushing it right now. Not only because it is one of my favorite brands, but because I genuinely believe that part of the future of fashion lies in meaningful collaborations.
When I had the opportunity to visit the Arena, the design area was closed and restricted to the public, so being able to experience that creative universe through the eyes of Someone Somewhere and the artisans involved in this collection feels incredibly special.
Talking with my significant other who loves soccer, plays FIFA on PlayStation almost every day, and honestly made me fall in love with the game too I realized something very interesting: soccer teams usually only have two jerseys, home and away. The idea of creating a third jersey is not only rare, but extraordinary.
Here are some pictures I took from Liverpool’s Display and Visual Merchandising.
