Why I Love Huddersfield, sponsored by Wild PR, is a regular feature where we ask a well-known Huddersfield personality what the town means to them. Here we chat to global brand designer JAMES SOMMERVILLE who founded his own design agency ATTIK from his grandmother’s attic in Paddock in the mid-80s and later became Head of Global Design at Coca-Cola. Born in Huddersfield and now based in Atlanta, Georgia, James is the founder of KnownUnknown, the world’s first decentralised design community.

Tell us something we don’t know about you.

I’m an introvert. Over many years I have learned that introvertism is actually a super power. Today, I would describe myself as a ‘confident introvert.’ In Spring 2022, I will publish a book on the journey of a confident introvert, entitled: “Grab The Mic”. #plug

What does Huddersfield mean to you?

Home. Real. MASSIVE global potential.

How would you describe Huddersfield to a stranger?

I live in USA, so understanding my surroundings… I will describe it as … 1. Not London. 2. Not Downton. 3. A more beautiful and intimate Leeds and Manchester. 4. Back in the Prem by 2025.

We’ll take you out for a meal in Huddersfield. Where would you like to go and why?

Fish and chips with bits and mushy peas. Any chippy will do right now when you live in Atlanta, GA. 

The Huddersfield Blueprint is going to change the face of the town centre over the next five to 10 years. What one thing would you like to see in the town centre?

We should be “Familiar yet Surprising.” I would like to see more confidence in who we are today and what we can achieve tomorrow. Craft + history, balanced with progressive thinking + innovation. We have nothing to lose. 

The next 10 years will impact our grandchildren and we have to set them up for success.

What venue, nightclub or attraction from Huddersfield’s past would you like to see return? 


We all love Jodie Whittaker, of course, but who’s your favourite Doctor Who?


How did you spend your time in lockdown and has the Covid-19 pandemic changed you?

Mostly rebranding global brands, buying crypto, experimenting with NFTs and prototyping my next project in Web3; KnownUnknown. I just hope the pandemic won’t be in the metaverse.

We’re packing you off to a desert island for a month. What one item would you take with you and why? 

A blank notebook and a (Pentel) Sign Pen.

And, finally, a few quick questions:

Dixon’s Milk Ices or Marston’s Chicken Shop? 


Greenhead Park or Beaumont Park?  

Greenhead Park.

Castle Hill or Emley Moor TV mast?

Castle Hill.

Strictly Come Dancing or I’m a Celebrity Get Me Out of Here? 

I’m A Celebrity.