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Case Study: Australian Textile Designers

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courtney hollings

on 16 September 2014

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Transcript of Case Study: Australian Textile Designers

Case Study: Australian Textile Designers
Materials, Tools & Processes:
Ideologies related to sustainable design:
Eco Inspired...
Eco Inspired is a textile design studio located on Sydney's Northern Beaches, supplying environmentally friendly hand-printed fabrics and soft furnishings to interior decorators and designers, personal projects and home renovators. Eco Inspired produce a range of modern hand-printed fabrics inspired by our natural surroundings.
The inks they use are environmentally friendly and their designs can be printed in any colour or style to suit all clientele.
Owner, Interior Fabrics Supplier
EcoInspired Soft Furnishings
June 2009 – Present Sydney

The Eco Collective
2011 – 2013 Sydney.

Karen Brock States........
"Eco Inspired's base cloths are hemp/organic cotton and 100% Linen; both hemp and linen are grown without the use of harsh chemicals and pesticides and use little water in the growing process; hemp is hypo allergenic and has a natural aesthetic and handle similar to linen."

"As design creatives, we experiment with a range of textile design techniques in our studio... We are currently exploring the use of natural dyes sourced from local flora."

Materials, Tools & processes continued:
Eco Inspired Timeline:
Australian Textile Designer -
Karen Brock: Founder & Owner of Eco Inspired
Examples of Eco Inspired fabric designs.

University of Western Sydney - Bachelor's Degree, Business

Karen has also attended:
- Commercial Arts Training College (CATC)
- South West TAFE: Diploma in Fine Arts
Career Experience:

Financial Accountant
Goodman Fielder
1991 – 1993 Sydney

Trainee Accountant
Macquarie Bank
1988 – 1991 Sydney
Financial Accountant
Ikon Communications
1998 – 2002 Sydney

Pricing Manager
Qantas Holidays
1995 – 1997 North Sydney

Marketing Analyst
1993 – 1995 Mascot
– Eco Inspired Soft Furnishings registered as an environmentally friendly textile design studio.
- Designed a range of soft furnishings for Energy Australia's Smart Home project at Newington.
- Formed the sustainable interiors design collaboration, The Eco Collective along with Sophie Seeger of Seeger by Design and Philippa Wilkinson of Pip Willy.
- Began and still rolling out their Modern Botanicals range to the Commercial and residential interiors market.
- Began collaborating with office furniture manufacturer JasonL to produce a range of office chairs combining eco fabrics with ergonomic design.
- Contracted the services of Seeger by Design and together completed the interiors fit out for the new business premises of Ikon Brisbane.
– Eco Inspired released our latest fabric range, Contemporary Classics incorporating designs by artist/designer Sophie Seeger.

Minimising their ecological footprint...
Eco Inspired choose environmentally friendly fabrics like hemp, organic cotton, linen and linen blends as base cloths for printing.
Their fabric designs are hand-printed or hand-painted using solvent free, water based inks. Wherever possible Eco Inspired recycle and re-use.

Their semi-sheer hemp and organic cotton fabric make breezy, light diffusing curtains; their upholstery weight fabrics are rated suitable for commercial use and their mid-weight linen and hemp/organic cottons are perfect for cushions, lampshades and curtains.
The fabrics Eco Inspired supply for commercial and residential interiors are good for our planet and good for our health. Hemp is grown using less water and without the use of harsh and severe chemicals during the growing process. By using a combination of hemp and organic cotton it results in a more durable, mould resistant fabric with a natural aesthetic which has a texture similar to linen.

The chemicals and dyes used in the manufacture of synthetic fibres are damaging to the soil and leaches into our waterways. these chemicals and dyes produce nitrous oxide, a greenhouse gas that is three hundred and ten times more potent than carbon dioxide.
Eco Inspired:
Eco inspired offer a diverse range of sustainable fabric weights from fine woven to heavy duty commercial grade upholstery fabric.

Eco Inspired have a range of modern hand printed designs to choose from; inspired by our natural surroundings. They use environmentally friendly inks and have established a network of like minded suppliers that contribute to the manufacturing of their products who too, have the same care and consideration for the environment.
Soft Furnishings by Karen Brock...
Factors contributing and limiting to success & Entrepreneurialism:
Eco Inspired are a small company, however are still very successful. The founder, Karen Brock has embraced the tech savvy world in which we live and has turned to websites, bolgs, facebook and twitter for Eco Inspired's main form of advertising, marketing and distribution. This has allowed Eco Inspired to be distributed both nationally and internationally - further improving the success of the company.
Because society in the 21st century is very conscious of sustainable and eco-friendly design Eco Inspired has become very successful as Karen Brock has embraced this way of life and built her company with sustainability as her prime focus.

Eco inspired is only available online and this does limit their success slightly as not everyone has access to the internet
EcoInspired Soft Furnishings
Design Focus to provide furnishings with an ecological conscience:
As mentioned previously Eco Inspired recycle and re-use wherever possible and only work with environmentally friendly fabrics like hemp, organic cotton, linen and linen blends as base cloths for printing.
Their fabric designs are hand-printed or hand-painted using solvent free, water based inks.

By having this design focus and by using a combination of hemp and organic cotton it results in a more durable, mould resistant fabric with a natural aesthetic which has a texture similar to linen. This is perfect for pillows, chair coverings, office furnishings, lamp shades and much more.
More soft furnishings by Eco Inspired.
Fabric Specifications
55% hemp and 45% organic cotton canvas.
Hemps long fibres give the woven fabric perfect durability, drape and textural qualities which makes it the best natural choice.
Eco Inspired pre-wash their fabrics and soften them with fruit-based enzymes, hemp is naturally anti-bacterial and is suitable for asthma and allergy sufferers, this is important to Eco Inspired as they want to cater and target a wide range of consumer needs.
Florence Broadhurst...
Materials, Tools & Processes:
Ideologies related to sustainable design:
Factors contributing and limiting to success & Entrepreneurialism:
Design Focus to provide furnishings with an ecological conscience:
Australian textile designer -

Florence Broadhurst was born in rural Queensland and by the time of her death in 1977 Broadhurst had lived and worked in Australia, Asia, and England; In 1959 Broadhurst established Australian Hand Printed Wallpapers Pty Ltd., which later became Florence Broadhurst Wallpapers Pty Ltd, advertised as "the only studio of its kind in the world". Her brightly coloured geometric and nature-inspired oversized designs were all hand printed. By the mid 1960s, her company monopolised the Australian market and started exporting to America, Peru, Paris, the Middle East and Norway.

Florence Broadhurst
After winning a singing competition in 1915, Broadhurst started performing in various towns and cities in Queensland.
By the early 1920s, she was performing in India, South-East Asia and China. In 1926, Broadhurst founded a modern academy of arts in Shanghai, known as the Broadhurst Academy, offering tuition in violin, pianoforte, voice production, modern ballroom dancing, classical dancing, musical culture and journalism.

In 1933 Florence Broadhurst moved to London and reinvented herself as Madame Pellier, running a dress salon on Bond Street. After spending more than a decade in the United Kingdom, Florence Broadhurst returned to Australia and settled in Sydney where she started painting enthusiastically and prolifically. 1959 was when she began transforming her creative talent into a business opportunity and started a revolutionary wallpaper business creating hundreds of unique and luxurious patterns with rich and vibrant colours all perfectly matching her flamboyant personality.

Signature Prints:
Example of Florences Broadhurst's work
In the early 2000s, Signature Prints gained the wholesale and retail distribution rights and made a conscious decision to promote Broadhurst's designs overseas, specifically in the UK.

530 of Florence Broadhurst designs are in the company's collection but only a small proportion are printed by the company as wallpaper and fabric. The company retains strict control over the designs and insists printing take place in its inner-city Sydney factory. Some licences have been granted for other uses, such as high-end fashion pieces by designers Akira Isogawa, Nicky Zimmermann and Karen Walker. In late 2008 a rug collection featuring ten Florence Broadhurst designs was released in Australia and the US.
The staff at the Signature Prints studio have continued to hand-print high end, quality wallpapers, fabrics and limited edition art and these are continuing to appeal to the 21st century. They are one of very few printing companies still using the hand-printing technique, creating beautiful, customized products for their customers.
They have five huge tables enabling them to print up to 800 meters a day on either printed fabric or paper. Along the length of these tables, mounted on the wall is the collection of 530 Florence Broadhurst screens.
Next to the printing area is a small art room, the office of Huang Chongfu (a talented artist at Signature Prints) who spends hours in the print studio carefully restoring and repairing Florence Broadhurst’s precious artwork to its former glory.
These are inamges of Signature Prints' studio recreating Florence Broadhurst's work.
Sustainability was not the main focus for Florence Broadhurst and is still not of high importance for Signature Prints; Although Signature Prints do ensure all their designs are hand- painted and hand-printed.

From looking at the processes that Signature Prints use to produce their fabrics it is evident that sustainability is not a priority as they continually have large industrial fans on to speed up the dry process of the fabrics and they never speak of trying to re-use and recycle where possible.
Large fans to assist in the drying process.
Signature Prints is a highly successful business and this is mainly because, Signature Prints pride themselves on maintaining the standard of excellence that was set by Florence Broadhurst over 40 years ago. - manufacturing premium textiles, wallpapers, limited edition art and now even luxury luggage.
Florence Broadhurst:
Florence Broadhurst was years ahead of her time and many technical advances happened in her studio, these included printing onto metallic surfaces, the development of a washable, vinyl-coating finish and a drying rack system that allowed her wallpapers to be produced in large quantities.

Florence only ever worked with wooden silk printing screens and aimed a producing only the best of the best, premium textiles and wall papers.
According to Florence Broadhurst........
Her Clientele is "well educated, creative individuals who by choice or co-incidence have a strong affinity for artistic and creative pursuits. Worldly and culturally aware through their own travels and personal interests, they are not only mindful of the global village in which they live in but actively try to make it a better place through their social interactions."
Like Eco Inspired, Signature Prints have embraced social media and use it as a form of advertising and marketing. Signature Prints has a large showroom in Sydney where clients can view their full range of textiles and fabrics, this builds their success as clients can see how and where their fabric is made and they can gain a strong tactile experience.
Even though Signature Prints does not place high importance on sustainability it has very little affect on their success and this is because Florence Broadhurst and her prints held such high prestige within society and as Signature Prints id now continuing her legacy they too now holds that same prestige.
As mentioned previously, Florence broadhurst, now Signature Prints' design focus is not to provide furnishings and fashion with an ecological conscience, but to provide specialised designs and printing of premium textiles, wallpaper and limited edition art using traditional screen printing techniques and contemporary colour in a today's market.
Broadhurst, F. (n.d.). History of Florence Broadhurst. Retrieved August 4th, 2014, from http://www.florencebroadhurst.com.au/

Brock, K. (n.d.) Eco Inspired. Retrieved August 4th, 2014, from http://www.ecoinspired.com.au/

Brock, K. (n.d.) Eco Inspired. Retrieved August 4th, 2014, from http://ecoinspired.wix.com

Brock, K. (n.d.). Linkedin. Retrieved August 3rd, 2014, from http://au.linkedin.com/pub/karen-brock/21/b3b/309

Lennie, H. (n.d.). The Design Files. Retrieved August 3rd, 2014, from http://www.signatureprints.com.au/uploads/51546/ufiles/pdf/sigprintsTDF.pdf

Lennie, H. & Lennie, D. (n.d.). Signature Prints. Retrieved August 5th, 2014, from http://www.signatureprints.com.au/company-profile/

Signature Design Archives Florence Broadhurst. (2014). Florence Broadhurst The Life, The Enigma, The Icon, The Legacy. Retrieved August 4th, 2014, from
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