WORDS Cheri Morris IMAGES Frances Marais
South African lifestyle brand Neimil has just launched their locally-made collection of handcrafted homeware for H&M HOME and we’re obsessed.
The partnership forms part of H&M’s bid to support small business owners and promote growth within the South African design industry. By offering local designers free shelf space in selected stores and taking none of the proceeds, H&M hopes to open up brands to new customers and help them realise their untapped potential.
Neimil is about creative agency, authentic expression and being true beyond tether. Founders Keneilwe Mothoa and Lubabalo Mxalisa strive to produce quality products that embody a celebration of their cultures and the values instilled in them by their parents. Their target market? No one specific, just anyone who loves beautiful things. Ultimately, their vision is to see younger generations and loved ones enjoy aesthetic functionality and celebrate in the stories behind each piece.
“The story behind each of the products is what makes it unique. Anyone can create the products we do but they can never emulate the process taken to create the final piece. We ensure all our products tell a story and that the people buying the products can relate and celebrate with us,“ says Keneilwe.
The Neimil collection comprises cushion covers, mats, pouches and placemats crafted using punch needling and tufting – techniques that deliver tight wool coils and soft, textured magic. A nature-inspired palette of wools and yarns bring linen backings to life – all of which is sourced from local fabric suppliers and locally produced. And nothing goes to waste: even the offcuts are used to create artworks.
In addition to the Neimil collection, H&M has produced a tote bag in polyester felt, made from recycled plastic bottles, and manufactured in a community upliftment project in Cape Town. The tote bag features illustrations designed by Neimil. A portion of the sales from the bag will be donated back into the community upliftment project.
Love these designs? Check out the limited-edition handcrafted cushion designs Neimil created exclusively for VISI here.