Travel Tales On Textiles
POOL|POOL 107

Storytelling is at the heart of Safomasi, an award-winning design studio and brand set up by Sarah Fotheringham and Maninder Singh

Sarah Fotheringham And Maninder Singh

Sarah, what drew you, an illustration graduate, to textiles?

SF: I’ve always loved making things. Even though my BA degree was in illustration, I studied at the University of Brighton (UK) where the illustration course is very conceptual and open. In my final year, I explored set design and film making and made a lot of costumes. My grandmother was a very keen textile artist - she would make tapestries and embroideries. However, it was when I moved to India (to work as an art director with Wieden + Kennedy, Delhi) that my interest was really piqued. Being exposed to beautiful Indian textiles and crafts made me really want to know more and explore working in this space.

Maninder, what have you learned from your industry experience?

MS: After graduating from the University of Delhi, I moved to Australia to study and work. In 2010 I moved back to India to work with the Fashion Design Council of India, where I made friends with many designers. Learning through their experiences really helped at the beginning of Safomasi – I knew where to go to get our production started and it all grew from there.

Tell us about Safomasi. How did it come about?

SF: Safomasi began as a way for us to work and travel together. Prior to working at Wieden + Kennedy, I had spent four months traveling around India. I had a sketchbook full of drawings and ideas for prints and would work on them in the evenings and weekends outside of my day job. When I met Maninder, we started working on them together and experimenting with screen printing them onto fabric. We really liked the process and how it came out and encouraged by our friends decided to take it further and develop them into a range of travel-inspired home textiles. In December 2012, we launched Safomasi with a small range of quilts and cushions.

MS: It was all quite idealistic, but we have grown organically since then, adding new product categories and collections.

Explain your roles in the business.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM POOLView All

The perfect balance

Aniruddh Mehta is as much graphic designer as visual artist, and he tries to do justice to both through his work at Studio Bigfat

5 mins read
Designindia
Designindia 114

The Nature of Light

Prateek Jain and Gautam Seth of Klove Studio combine the delicacy of hand blown glass with the sturdiness of metals to create a breathtaking range of lighting options.

6 mins read
Designindia
Designindia 114

The Creative curve

As partners at GCD Studios, graphic designers Shahana Jain and Devshree Sahai contribute enthusiastically to the ‘creation of ideas without boundaries’.

10+ mins read
Designindia
Designindia 114

All ABOUT SCALE

A well known industrialist, Dr. Naushad Forbes is Co-Chairman, Forbes Marshall, India's leading steam engineering and control instrumentation company. He is on the Board of several educational institutions and public companies and was recently listed in the Indian Express list of the 100 most influential Indians. His is also a familiar name in Indian design circles. As former Chairman Governing Council National Institute of Design (NID), and Chairman India Design Council (IDC), Dr. Forbes has been able to work at bridging the still large gap between industry and design in the country.

5 mins read
Designindia
Designindia 114

NO NEED TO HIDE

By encouraging traditional leather artisans to explore recycled rubber and other material, Sudheer Rajbhar is giving them the opportunity to keep their skills alive

3 mins read
Designindia
Designindia 114

A NATURAL INSTINCT

Nibha Sikander’s 3D figures of birds and insects are intended to draw attention to the wonders of nature. She tells Sonalee Tomar of ‘The Indian Curator’ how she was drawn to the art of paper-cutting.

4 mins read
Designindia
Designindia 114

A moving experience

Amrish Patel and Darshan Soni came together to share a common vision that has since come alive through striking explorations of kinetic art

6 mins read
Designindia
Designindia 114

The Richness Of Handmade

Amit Vijaya and Richard Pandav are committed to bringing together many hands and hearts through their clothing label ‘amrich’

6 mins read
Designindia
Designindia 114

Bringing Ideas To Life

Creative Director at her eponymous design studio, Sharon Nayak picked up the camera to bridge the gap between her creative vision and its photographic execution

8 mins read
POOL
POOL 108

The Striking Right Note

Johnny Ganta might have made a career in music if he hadn’t chosen to work at being a master visual storyteller instead

8 mins read
POOL
POOL 108
RELATED STORIES

The Silicon South Is Rising

When Scott Millwood was growing up and going to college near Greenville, South Carolina, he says, “I didn’t see it as a place where I’d want to live.” With the textile industry moving its mills to Asia, “the city faced a really tough transition.” Millwood remembers the grand old Poinsett Hotel, erected in 1925, sitting vacant downtown.

4 mins read
Inc.
December 2019

Knitting Snowflakes Into A Hat

We talked about stitch definition, it’s only fitting then, to talk about color-work.

2 mins read
KNITmuch
Issue 8

It's A Wrap Yarn Enhances Simple Knit And Purl Stitches

When I was originally looking for a pattern to go over,

2 mins read
KNITmuch
Issue 8

Elmeasure India: Showing The Way Ahead With ‘Smart Energy'

Textile Magazine caught up with Sam Cherian, Chairman, Elmeasure, who after successfully obtaining a degree in Business Management from the US and completing a short stint of managing a recycling company, helped establish Elmeasure in 2004. He spoke at length about Elmeasure’s inception, products and solutions for the textile industry, USPs and future plans, among others

9 mins read
The Textile magazine
February 2021

Fabric & Apparel Revenues Up In 2021, Other Sectors Follow Suit

While operating margins for spinners are likely to revert closer to pre-COVID levels, those for apparel exporters may remain marginally lower than the pre-COVID levels amid a competitive operating environment, wherein buyers could be expected to negotiate for steeper discounts…

5 mins read
Images Retail
February 2021

Textile Vs Technology: Created To Please Or Displease?

Corporate Strategies & Communication (CSC)

3 mins read
Textile Value Chain
February 2021

Union Budget's Impact On Indian Garment And Apparel Industry

One of the hardest hit sectors during the pandemic was the Indian Garment and Apparel Industry. To offset losses in the MSME sector, the government has introduced some key offerings that may become a game-changer. Samir Alam analyses…

5 mins read
Apparel
February 2021

Sustainable Is The Way To Be

Textile Value Chain gets in conversation with Mr. Anjani Prasad, MD, Archroma India, Nepal and Sri Lanka; a company which is taking extraordinary steps and walking the walk of sustainability in its true meaning. Even though there is a long way to go, small steps and initiatives taken by Archroma could help the industry push the sustainability goals.

6 mins read
Textile Value Chain
January 2021

Interiors Defined : Home Textiles & Categories

Textiles are a millennia old, and maybe close to as old as the dawn of human race. This makes materials one of our most established works of art, and one sort of home textiles may rank among the main types of this workmanship. Textiles have for some time been utilized as floor covers, making a feeling of separation between the inside of a home and the earth. Indeed, even in traveling, floor covers are regularly seen as a need. In numerous societies, floor covers work as wall coverings as well.

7 mins read
Textile Value Chain
January 2021

THROUGH HIS EYES

Innovation and creativity has no limit and Nicklas Hultman, a Senior Art Director, based in Haslev, Denmark reflects it in the best form. His Instagram profile @nicklas.h with more than 3k posts celebrate ‘Baroque Ikebana’ an artistic expression, where he combines everyday mass-produced objects like sneakers, socks, hammers, bricks, a showerhead, beer cans, rugs, or cleaning products along with floral arrangements and presents it in the form of a photo series. TMM talks to him to know more about the unique art form and his perspective.

4 mins read
TMM
December 2020