DESIGNER OF THE DAY

Designer of the Day: Jodie Fried

After falling in love with Indian handwoven textiles during a scholarship in Bollywood, passion and serendipity launched Jodie Fried on the path to founding Armadillo & Co, the California-based purveyor of ethically produced rugs. Environmental awareness and social responsibility underscore nearly every aspect of the company, which is celebrating its tenth anniversary by introducing brand-new colorways that brim with depth and dimension.

After falling in love with Indian handwoven textiles during a scholarship in Bollywood, passion and serendipity launched Jodie Fried on the path to founding Armadillo & Co, the California-based purveyor of ethically produced rugs. Environmental awareness and social responsibility underscore nearly every aspect of the company, which is celebrating its tenth anniversary by introducing brand-new colorways that brim with depth and dimension.

Here, we ask designers to take a selfie and give us an inside look at their life.

Age: 42

Occupation: Co-founder of Armadillo & Co.

Instagram: @armadilloandco

Hometown: Venice, California.

Studio location: Beverly Hills, California.

Describe what you make: Handmade rugs that are empathetic in their design and considered in their craftsmanship. We want to show that objects made slowly by hand still have a place in today’s world—telling rich stories and inspiring new memories for years to come.

The most important thing you’ve designed to date: Together with my co-founder Sally Pottharst, we designed and created our dream of a sustainable and socially responsible company. Where we are now is beyond what we originally envisioned, and we are looking towards the next decade with the aim of bringing a focus on environmental education to future generations of designers. 

Describe the problem your work solves: Not only does our work bridge the gap between a uniquely Australian contemporary design aesthetic and an authentic heritage of centuries-old craftsmanship, we’re also able to give back to the wider community. Through our work, we donate proceeds from each rug sold to our nonprofit Foundation, providing healthcare and education to the children in our weavers’ villages in India. 

Describe the project you are working on now: The design of our flagship Sydney showroom, opening at the end of this year. The interior will explore new palettes and architectural finishes, with a clean and textural aesthetic that will pave the way for the next evolution of our brand. 

A new or forthcoming project we should know about: In September, we’re unveiling a wider range of ten hues inspired by nature within our Agra Collection. My passion is creating color. I have spent hours working with our dye master to get exactly the right hues. I love delving into the alchemy of color and the myriad possibilities it presents, from the earthy and organic to the deliciously vibrant.  

What you absolutely must have in your studio: When in India, my studio is the floor of our weaver’s villages where it is essential to be surrounded by dust and the chaos of lots of yarn, colors, dyes, spools, looms, and of course our talented artisans. When back in LA, I enjoy working in a clear, organized, and quiet space with lots of natural light. 

What you do when you’re not working: If I’m not traveling and spending time with my husband and three children, you’ll most likely find me in the pilates studio, beach, or cooking in the kitchen!

Sources of creative envy: Georgia O’Keeffe, Ansel Adams, and Louis Kahn. 

The distraction you want to eliminate: My creative appetite to want to experience it all, the ability to multitask and always thinking about my next meal.

Concrete or marble? Concrete.

High-rise or townhouse? Townhouse.

Remember or forget? Remember.

Aliens or ghosts? Ghosts.

Dark or light? Light.

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