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Our Story

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Crafting Dreams, Stitch by Stitch

Welcome to SOMO Apparel, where style meets comfort and quality. Our journey began with a simple vision: to create clothing that not only looks great but feels amazing to wear, all while maintaining the highest standards of craftsmanship.

Founded by a father and daughter duo who share a love for fashion and a commitment to excellence, SOMO Apparel was born out of the desire to offer something truly special to our customers. From the very beginning, we set out to design garments that not only reflect how we shoud see ourselves, but also prioritize comfort and durability.

What sets us apart is our unwavering dedication to quality. Each piece in our collection is thoughtfully crafted using premium materials and meticulous attention to detail. We believe that clothing should not only look good but also stand the test of time, which is why we carefully select fabrics that are both luxurious and long-lasting.

But our commitment goes beyond just creating great clothes. We're also dedicated to providing an exceptional shopping experience for our customers. With easy online ordering, fast shipping, and attentive customer service, we strive to make every interaction with SOMO Apparel a positive one.


At the heart of every stitch, every color, and every thread of SOMO Apparel, is a dream. A dream that began with Malcolm Whichard and his radiant daughter Morgan. Imagine a 7-year-old fashionista with aspirations as vibrant as the designs she loves, combined with the wisdom and vision of a father determined to rewrite generational narratives.

The Spark

As Malcolm watched Morgan, her love for fashion, her enthusiasm for social media, and her natural knack for sales, an idea began to shimmer. Why not harness this energy, mold it, and light the way for not just Morgan but countless children everywhere?

Products That Pop

And so, SOMO Apparel was born! A unique blend of customizable t-shirts that invites children to add their own splash of color with washable markers. It's not just clothing; it’s an experience, a blank canvas awaiting the brush strokes of tomorrow’s fashion leaders.


But here’s where the magic really happens. Our SOMO Scholars program goes beyond fashion. It’s about molding young KIDpreneurs, offering them a chance to sell SOMO t-shirts, learn about entrepreneurship, investing, and more importantly, earn for their college educations.

Impact & Vision

Rooted deeply in community and empowerment, we're not just another apparel brand. With every shirt a SOMO Scholar sells, a portion goes into a 529 account, ensuring their brighter educational future. And as we dream of big-box stores, we pledge to contribute to the SOMO Scholarship fund, lighting more pathways to success.

Our Commitment

A father from North Philadelphia’s challenging terrains to an Atlanta princess presents SOMO to the world stage, our journey is testament to resilience, innovation, and the transformative power of dreams. At SOMO, we don't just sell apparel; we weave stories, hopes, and a brighter, more inclusive future.

What Parent Says

"We absolutely adore the clothing we've purchased from SOMO Apparel. Not only are the designs trendy and cute, but the quality is outstanding. As parents, it's important to us that our child's clothes withstand the wear and tear of everyday play, and these certainly do. Plus, the customer service has been exceptional, making our shopping experience a breeze!"

Sarah M.

"Finding stylish yet affordable clothing for our little one has always been a challenge until we discovered SOMO Apparel. From everyday basics to special occasion outfits, they have it all. We've received numerous compliments on our child's outfits, and we love knowing that we're dressing them in clothes that are both comfortable and stylish. Highly recommend!"

Mark and Emily D.

"We've been loyal customers of SOMO Apparel for years now, and there's a reason for it. Not only do they offer a wide range of clothing options for all seasons, but the durability of their clothes is unmatched. Our kids play hard, and their clothes still look brand new wash after wash. Plus, the convenience of shopping online and the fast shipping make it our go-to for all our kids' clothing needs."

Jason and Amanda T.

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