spreading love is not just a choice — it's a calling
somuchlove
Eugene, Oregon — est. 2020
our mission
SOMUCHLOVE is a multi-platform creative community built on a simple belief: the world needs more love, compassion, and kindness — and we're going to do something about it.
Through apparel and creative projects, we try to ignite something real in the people who find us. Thoughtful designs. Meaningful collaborations. A community that actually shows up for each other. Every piece of what we make is designed to help people express themselves authentically and share their love with the world.
We know passion comes in many forms — art, music, fashion, social justice. We celebrate all of it. By connecting people who care, we're trying to create a ripple effect of love that extends way beyond what we can see from here.
from the founder
Spencer Naomichi So
I started SOMUCHLOVE in high school to advocate for social justice issues I was watching play out in real time around me. Inspired by my peers and minorities in a diverse Bay Area community, I felt like there needed to be a voice for us. I always loved art — and I'll admit I was an amateur when I started.
When it came to naming the brand, I went through dozens of options. One always stuck: somuchlove. My mom came up with the phrase after starting a family. It became a kind of mantra — something I carried with me every day.
Growing up Japanese-American in the Bay Area, I was a little naive to how rare that actually was outside of California. According to the 2023 US Census, only 0.5% of the total US population identifies as Japanese alone or in combination. As an Asian kid in one of the most Asian areas in the country, I still felt misunderstood. It wasn't until recently that I fully understood what it means to come from generations of Japanese people who lived through suppression — internment camps, erasure, a quiet pressure to disappear. Because of that history, blending in became almost instinct.
One thing has always stuck with me: America romanticizes Japanese culture endlessly, yet there's barely any real representation for a culture the country so clearly feeds off of. SOMUCHLOVE is my way of changing that — to bring fire to Japanese-American kids who felt pushed to blend in while their communities picked through our history for the parts that looked good. I want to restore Japanese towns across the United States and bring the spirit of them to new cities, led with so much love.
But SOMUCHLOVE is a community for everyone — especially anyone looking for love, hope, and a place they actually belong.
If you feel like you don't belong, you do here.
With somuchlove,
Spencer So
CEO / Founder
introducing nao
Nao is meant to represent all of us.
The name is rooted in my personal heritage — my grandfather's name is Naomichi, which is also my middle name. Nao felt like the only right name for our mascot of love.
Nao exists with no gender and no race, meant to reflect anyone who crosses their path. Pictured as a red heart-headed being with a short torso and long limbs — red sneakers to match.
Nao is you. Nao is me. Nao is everyone. Nao represents SOMUCHLOVE's mission: spreading love unconditionally and building a community of people who believe in it.
what we stand for