Our Journey began with a simple yet profound realization: The world is in dire need of more love, compassion, and kindness. In a society often consumed by division and negativity, we felt compelled to create a platform dedicated to spreading love in its purest form.

Through our meticulously crafted apparel and immersive creative projects, we seek to ignite the flames of passion within our community members. Whether it's through thought-provoking designs, engaging events, or inspiring collaborations, every aspect of somuchlove is designed to inspire and empower individuals to express themselves authentically and to share their love with others.

We understand that passion comes in many forms - whether it's a love for art, music, fashion, or social justice - and we celebrate the diversity of interests and experiences within our community. By providing a platform for individuals to connect, collaborate, and support one another, we aim to create a ripple effect of love that extends far beyond our own borders.

I started somuchlove in high school to advocate for different social justice issues. Inspired by my peers and minorities in a diverse community, I felt there needed to be a voice for us. I always loved art, and I admit to being an amateur in the early design process.

When naming the brand, I went through dozens of options and logos. One always stuck with me; somuchlove. My mom came up with the term after starting a family. Early 2000s internet users are familiar with this concept, but if you go to so-muchlove.com, you can see my immediate family(not updated). It became a sort of mantra for us, something I carried with me each day.

As a Japanese-American kid growing up in the Bay Area, I was a bit naive to the harsh reality that diversity didn’t exist much outside of California. For context, I am plugging some data from Stanford Medicine on demographics. According to the 2023 US Census Bureau, 1,6 million people in the U.S., 0.5% of the total US population, identified their “race” as Japanese alone or in combination. 23% of Japanese Americans are 65 years of age or older; this is the most significant population over 65 of any Asian American subgroup, and 65.4% of these residents were born in the United States. As an asian kid growing up in one of the most asian areas in the United States, I still felt misunderstood. It was not until recently (2025) that I realized how rare it is to be me. To be from generations of Japanese people living through many forms of suppression, like internment camps. Because of this, I feel like it was an unconscious choice, as a subset of the population, to blend in.

One thing always perplexes me about American culture—the romanticization of Japanese culture in the United States. There is a lot of Japanese influence, but hardly any representation for a culture so widely appreciated by the country. My goal with somuchlove is to bring fire to the few Japanese American kids like me who felt coerced to blend in when our communities feed off the shiny aspects of our history. I hope to restore Japanese towns across the United States and bring some to new cities, led with so much love.

somuchlove is a community for everyone, especially anyone looking for love, hope, and support. If you feel like you don't belong, you do here.

With somuchlove,

Spencer So

CEO/Founder