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The So iLL (Southern Illinois) brand began on the porch of so ill founder Daniel Chancellor's college rental house. His brother and he were climbing in the attic in the evenings on a small home wall they had built and pouring holds (by hand) at the kitchen table during the day. They took the same “create an indoor playground” approach while designing and shaping their first holds. There were no rules for indoor climbing, which gave them the freedom to create things that would never be found outside. They designed holds and, eventually, a movement around this entire nation.