I have only a small number of pieces from Sono, but those few things are the benchmarks by which I judge any similar item. In fact, just yesterday I was pondering a blazer from [REDACTED], but when I mentally compared it to my Yuri, I realized I was just setting myself up for disappointment and smashed x on my browser. A girl’s gotta have standards, for chrissakes.
In a world where literally everything feels like a grift and the words “authentic” and “real” have become self-owns, Sono’s ethos is a balm. Thank you so much for this thoughtful, timely interview.
My girlfriend who is the top swaglord in our house wears a sono merino log sleeve almost every day and we are constantly remarking how weird it is that none of the “outdoor” brands (icebreaker excepted) have come to the conclusion that the merino mid layer is superior to every plastic option out there
In the 16/02 episode of the Blamo! podcast, Ronnie Chiu of Colhay's discusses exactly the same issues about yarn, specifically cashmere: thickness, hand, roughness, durability.
"early morning Sunday flea market in Tokyo, at a rugby stadium they’ve since torn down. It was this car park full of people getting rid of things, as opposed to a beautiful-curation flea market".
they suggested that it just stopped when they tore down the stadium and never coalesced again, but we were at the end of the call and i did not dig into it ...
I have only a small number of pieces from Sono, but those few things are the benchmarks by which I judge any similar item. In fact, just yesterday I was pondering a blazer from [REDACTED], but when I mentally compared it to my Yuri, I realized I was just setting myself up for disappointment and smashed x on my browser. A girl’s gotta have standards, for chrissakes.
In a world where literally everything feels like a grift and the words “authentic” and “real” have become self-owns, Sono’s ethos is a balm. Thank you so much for this thoughtful, timely interview.
benchmark-grade beauties
My girlfriend who is the top swaglord in our house wears a sono merino log sleeve almost every day and we are constantly remarking how weird it is that none of the “outdoor” brands (icebreaker excepted) have come to the conclusion that the merino mid layer is superior to every plastic option out there
Great interview. I picked up one of their beanies at Ven in November, and love it so much. Would like to see more pieces in person!
In the 16/02 episode of the Blamo! podcast, Ronnie Chiu of Colhay's discusses exactly the same issues about yarn, specifically cashmere: thickness, hand, roughness, durability.
This was awesome -- so interesting, thank you!
Loved reading this conversation with Simon ... made me wanna pick up a Sono bomber jacket and keep it in the rotation for the next two decades.
💯
"early morning Sunday flea market in Tokyo, at a rugby stadium they’ve since torn down. It was this car park full of people getting rid of things, as opposed to a beautiful-curation flea market".
This must have moved to somewhere else, right?
they suggested that it just stopped when they tore down the stadium and never coalesced again, but we were at the end of the call and i did not dig into it ...
Banger
they're the best