Stitched was founded in 2016 by a pair of Londoners – Elinor & Will – with a simple mission: to find the World’s best, zero landfill fibres and to use them to create the highest quality, tailored textiles for every interior design need.
After 3 years Stitched has already become a leader in online, customised, sustainable textiles; carving out a mighty niche for themselves and blazing a trail for their competitors.
We were fortunate enough to sit down with one of the co-founders – Elinor – to discuss where Stitched came from and where it’s going from here!
WM: What led you to Stitched and wanting to design and create your own products?
Fascinated by the world of technology, I originally trained as an Electronic Engineer and worked as a tech analyst in Investment Banking. Having always had a passion for design I then retrained as an interior designer and worked as a high-end interior designer in London for 5 years before setting up Stitched with my co-founder Will.
The idea behind Stitched is a combination of both these worlds along with a real passion for quality products and sustainable fabrics.
Today, Stitched is a fast-growing, e-commerce company offering sustainable, made-to-measure curtains and blinds, using dynamic 3D customisation technology.
WM: Obviously, we love your sustainable ethic, but what drew you to that? What does “sustainability” mean to Stitched?
As the consumption of plastics and non-recyclable materials continues to rise, our consumers are becoming more and more mindful of the negative impact on the environment.
Stitched believes in a new generation of products that are made from sustainable materials, rather than harmful, synthetic alternatives.Elinor – Stitched
To us, sustainability means choosing earth-friendly fabrics that will stand the test of time and that you can feel good about.
WM: Can you tell us a little bit about your design and production process?
We take the hassle out of a (sometimes daunting) home furnishing task, turning it into a fun opportunity for customers to design their own home furnishings completely online, with a couple of clicks!
Customers can browse our complete fabric range and choose five free sample swatches. These are sent in one of our bespoke sample packs, including a personalised note, fabric information cards and a handy colour wheel.
Excitingly, consumers can play around with textures and colours, bringing their curtains and blinds to life using our 3D technology.
Our production process starts in Yorkshire, where we mill the majority of our fabrics. We only get stitching when you place your order, meaning zero waste!
WM: Other than “making beautiful things”, have any of your pieces or collections carried a deeper meaning for you?
Every stitch tells a story, and ours started with a search for a new generation of textiles: zero landfill, earth-friendly, recycled and made with the best possible fibres. We looked all over the world for fabrics that could stand the test of time. Turns out, the very best ones were being milled in Yorkshire.
We worked hard to select a colourful range of fabrics made from a mix of flax, wools, cottons, upcycled silks, hemp and recycled plastic bottles! We wanted to offer a variety that would make any room sing and make sure every curtain and blind we made told a story.
WM: You’ve gone to some remarkable lengths to source some really unique items. What would you say is the item you had to work hardest to get your hands on?
Finding mills in the U.K. has been really tough. Most soft furnishing fabrics are sourced from the Far East with very little visibility on supply chain in the way the fabric has been produced, both in terms of working conditions and production processes.
We are working hard at the moment on introducing new fabrics… So: watch this space!
Most serendipitous find…? Probably our fabric called Serendipity – it’s one of our best sellers!
WM: All of Stitched’s creations are so vivid with individual personality! Two questions: Which one would you say is most “you” and why?
I can’t pick one, the variety of colours are what excites me so much, like going into a pick’n’mix shop. Each colour to me creates a different mood or feeling and stimulates my mind in different ways. You can see our colour guide here.
If I had to pick a colour group, it would be blue – interestingly, it has been scientifically proven that everyone (even non-sighted people), possess a special receptor that senses blue light.
[WM NB: Elinor’s talking about cryptochromes! Prepare yourself for a fascinating rabbit-hole of one of the less understood points of similarity between humans, animals and all our best plant friends.]
But for me, quite simply, blues always remind me of the sky – whether it is on a sunny day (aquamarine blue) or late at night (midnight blue) – the sky is where we dream, reflect and it always helps me gain a sense of perspective.
WM: If one of your creations could be brought to life for an afternoon, which one would you most want to have a tea with and why?
Pantone’s colour of the year 2019 is Live Coral: it energizes and enlivens us. It symbolises our need for optimism and joyful pursuits – our desire for playful expression.
Representing the fusion of modern life, coral is a nurturing colour that appears in our natural surroundings and at the same time, displays a lively presence.
WM: Who or what have been your main design influences?
It’s difficult to pick one. When I reflect on my previous job as an interior designer I think my biggest learning was that there is no one style.
A few names that spring to mind – with a mix of design disciplines:
- Nancy Lancaster
- Dorothy Draper
- Ilse Crawford
- Tom Dixon
- Paul Smith
- Terrance Conran
- Kelly Wearstler
- Oliver Heath
- David Collins Studio
WM: The products look fantastic online, but nothing beats seeing these beautiful things in the flesh! Are there any stores, fairs or markets where we can see your products in real life?
We are riding the wave of change as consumers now increasingly shop online for their home furnishings. Our consumers expect great service and quality fabrics that they would get a high-end store, but with the ease of ordering online. We pride ourselves on providing the very same experience online, using our 3D technology, helping consumers visualise their design.
As you mentioned: nothing beats seeing fabrics in the flesh! This is where our trusty sample packs comes in, allowing customers to touch and feel our beautiful fabrics.
WM: What‘s next for Stitched? Are there any upcoming projects you can give us a sneak peak at?
We have two hugely exciting launches this September.
The first is an augmented reality app, which will allow individuals to visualise curtains and blinds on their own windows!
From this you’ll be able to choose fabrics and even order sample packs. We can’t wait to see what our customers thing, as we believe this form of visualisation is a game changing step for interiors.
Secondly, our very first patterned fabric will be launching! This is a collaboration with the emerging London-based designer Adriana Jaros. This is a big step and we have worked hard to make sure the design is timeless. We love it and hope all our customers (and your readers!) think so too!