Purpose in Practice: In Conversation with Armadillo
Through purpose-driven events, Australian rug company Armadillo continues to create meaningful experiences that spark a deep dialogue in the global design community.
No stranger to beautifully executed events, Armadillo recently brought its brand ethos to life through an intimate gathering hosted by co-founder Jodie Fried in her Los Angeles home. Welcoming a group of US-based designers and design-conscious consumers into the Venice Beach residence, guests enjoyed a conversation between Fried and Armadillo’s Americas president, Amanda Mantville.
Armadillo is a purpose-driven, female-led brand that blends ethical craftsmanship with a timeless, design-led aesthetic. Since launching in 2009, co-founders Jodie Fried and Sally Pottharst have built a globally recognised company grounded in integrity and known for its ethically made rugs that are as luxurious and enduring as they are environmentally responsible.
At the core of Armadillo’s philosophy is a belief that true luxury lies in leaving the world better than we found it. The brand honours traditional craftsmanship, celebrates natural materials and champions the artisans who weave each rug. Its commitment to sustainability and intentionality are evident not only in its product but also in its social impact and the way Armadillo fosters community and connection.
Events like the Venice House gathering offer something rare, intimate and unfiltered. Hosted within a lived-in space rather than a polished showroom, the setting provided the perfect backdrop for meaningful conversation and creative exchange. It reflected a meeting of shared values and Armadillo’s desire to cultivate deeper engagement with designers and conscious consumers alike.
During the fireside chat, Fried and Mantville spoke about the evolution of the brand, where Fried finds inspiration, the Tribe Studio design of her Venice home and Armadillo’s ongoing purpose and impact. Guests relaxed and moved between the home’s indoor and outdoor spaces, experiencing Armadillo rugs within a residential setting, sparking dialogue around materials, craft and the principles of slow design.
These rugs included the in Olive, a hand-knotted piece with a soft and supple ribbed pile and a tasselled fringe; the ultra-soft Eden in Abalone, made from fine, hand-dyed wool; the Meadow in Brick, a checkerboard-weave rug whose texture was inspired by classic tweed; and the Willow in Eggshell, which features a linen warp and a weft made from a wool-and-jute-blended yarn.
Through curated experiences like this, Armadillo continues to reinforce its role as a thought leader in the global design community. The brand’s US presence grows not just through product but through purposeful storytelling, immersive experiences and a deep commitment to sustainability and slow design.
