Love to Sew,

Episode 19: Cherishing the Process with Emily Hundt

December 11, 2017

Emily Hundt is the designer behind In the Folds, an independent sewing pattern company based in Sydney, Australia. Emily believes in slow sewing and cherishing the making process. She is currently running a Kickstarter campaign to take her PDF patterns to print. We chat about planning and launching a crowdfunding campaign, her recent rebrand, and her unique design philosophy.

On January 1st 2017 I told myself (and my partner… a bit external accountability is always good when it comes to these big goals) that this was the year that I’d get my patterns into print. Now it’s December, and although I’m almost there, my patterns are still not available in print. What took me so long? Well, I’m so glad you asked! 😉 I realised that if I was going to have hard copy versions of my patterns – which seem much more permanent than my digital products – I was really going to have to refine and nail my branding. These are products that I hope to live on makers shelves for years and years. Although I loved my original logo, it was created before I had a single customer, before I really knew what I was doing and what my offering to the world was. After some time, and actually having customers who I could think about and design for, my branding no longer felt right. It didn’t feel like it reflected where In the Folds was and who my customers are. So I took the plunge into re-branding, which I must say was the hardest part of this process so far (I might even say it was harder than filming the Kickstarter video…. and that was HARD!) It made me question everything; W who I am, what my brand is about, what my goals are, who my customer is and then find a way to convey that in a visual form. Thank goodness I had an awesome designer (thank you @katekey_ ❤️❤️❤️) to work with, who really understood my vision, but was happy to guide me and suggest ways to make it reflect all the things I wanted it to. That’s how the beautiful cover art for my printed patterns came together. I couldn’t decide between a photo and an illustration and Kate came up with this idea, and I knew it was the one. I love that you can see how the garment will look on an actual human, but the details that can sometimes get lost in a photograph are all reinforced by the illustration. It’s looking like I’m well on my way to getting #inthefoldspatternsinprint ($8 245 pledged so far) and I can’t wait to share them with you all in the new year 👏💪 Again, thank you so much to everyone who has supported me so far! 25 days to go! 📷 @lauramarii

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Follow Emily! Website: In the Folds, Instagram: @inthefolds
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  1. Anne says:

    Love the podcasts

  2. Leann Ross says:

    I was introduced to your podcast through Modern Sewciety podcast, and I am loving it! I have been quilting and piecing for about 2 years, and recentlt decided that I would try a garmet in 2018. Your podcast was the push I needed. I am neck deep in quilts at the moment but this summer I’m determined to try a garment. Thanks for the inspiration and info!

    1. Helen Wilkinson & Caroline Somos says:

      Hi Leann! Thanks so much for listening. You are going to love garment sewing! <3

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