Tactile integrity

Designing for good defines Jodie Fried’s life work. From helping a small community in India rebuild and produce an income via its traditional textile trade after a devastating earthquake in 2001, Fried has steadily established an internationally respected textile company with a focus on ethically produced rugs that are as soft and sumptuous as they are positive for the planet.

Together with her cofounder, Sally Pottharst, Fried launched Armadillo in 2009. The past few years in particular has witnessed a series of milestones for the award-winning magazine as one of the world’s top 100 most influential “green designers”. Not only has Fried celebrated a decade in business, she has also completed the build of her family home in Venice, Los Angeles — a four-bedroom, open and airy retreat where she lives with her cinematographer husband Greig Fraser, and their children Felix, Leonardo and Poppy. Here, she details her thoughts on building an ethical company and making her dream home reality. ››