Over the last few years, we discussed launching our own business but could not find a name that resonated with our point of views. While reading through Issue 30 of Kinfolk magazine one day, we stumbled across the word 'sonder'. "Every stranger has a story." read the caption. The word 'sonder' is a relatively new word that was coined by John Koenig for his online Dictionary of Obscure Sorrows. His definition of the word is: "The realization that each random passerby is living a life as vivid and complex as your own." Kinfolk added a folk etymology of the word as a combination of the verb sound, to "ascertain the depth of water," and wonder, an "astonishing or marvelous thing." Our role is to immerse ourselves and become a contributing chapter in each strangers narrative; to collaborate, distill and visualize their story.
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