living between two worlds
At 13 years old, Quincy Somedjo told a classmate he would create a brand. He could not yet articulate why, but the dream never left him.
Born in the Netherlands with mixed Indonesian roots, he grew up between two worlds: the performance-driven Western mindset and the Eastern philosophy of balance and inner awareness. After completing his marketing studies and entering the corporate world, he found himself successfull on paper but deeply unfulfilled. Performing without presence.
the art of becomming
In 2022, he embarked on a path of self-discovery. Using sports and the Japanese model 'Ikigai' to regain a sense of purpose. What he observed went beyond his personal experience: the Western world was burning out. Beneath the surface of relentless productivity lay an epidemic of stress and disconnection and a quiet, growing reach toward Eastern philosophy for relief.
He arrived at a defining realisation: lasting growth does not begin with discipline. It begins with awareness, with the moment a person wakes up to who they are and who they are becoming.
OUR JOURNEY
Before the first piece.
Before the first stitch.
This is the story of how Awaeken came to life
The first sketch was drawn by hand in 2022.
From thought to reality
Travelling to ISPO Münich to study textiles, materials, and the full possibilities of performance wear. From paper to digital design.
Mapping the cultural shifts redefining how the world moves the rise of mindfulness, the burnout epidemic, the growing hunger for meaning beyond performance. Identifying the gap in a sportswear market built entirely around output, while working at corporate jobs
Travelling to Münich, China and Bali to meet manufacturers and learn the full process of sportswear production, from fabric selection to construction. The first and last samples were received.
2026
