About
We are an independent design studio specializing in vintage chainstitch embroidery. Everything we do is entirely handcrafted using original vintage machines inspired by Giulio’s work as a storyteller and illustrator.
Behind the studio
The company was founded by Giulio Miglietta in 2016 and is based out of a machine-filled studio in South London. With over fifteen years of experience as a commercial illustrator Giulio was captivated by the chainstitch craft. After getting his first machine and learning from scratch he went on to hone his skills to become a master of chainstitch embroidery. He uses his design expertise to create bold and fun embroidery designs with a vintage feel and a contemporary look.
Our values
More than just embroidery
We use chain stitch as a vehicle to explore narratives, messages, values, codes, symbols, and humour. And with this technique, we give people a way to express themselves and connect!
Your own story
Whether you are looking to customise a brand new garment or want to give new life to an old favourite in your wardrobe, we are here to make it happen. In an ocean of mass-produced garments, we believe you should sail your own boat and tell your own story.
Happily working hard
We believe that if you do what you love, you’ll never work a day in your life. For this reason, we go the extra mile to make our embroidery. We enjoy traveling long ways to guarantee the quality of our fibres and materials. We prioritise high standards over low costs, as we believe that the price shouldn’t be paid by the environment or workers.
Some saucy bits about Giulio!
Giulio Miglietta is not your average artist. With a passion for vintage chainstitch embroidery and a talent for illustration, he has built a remarkable career in the creative industry. Born in sunny Lecce, Italy, Giulio's journey has taken him from a series of moves across his home country to an inspiring voyage to London. From being homeless to teaching graphic design and illustration at London College of Communication, Giulio's life story is one of perseverance and dedication.
As an award-winning graphic designer and illustrator, Giulio has worked for a range of international clients. He's created memorable visuals for major airlines, car manufacturers, transportation and telecommunication companies. Specializing in character design and visual storytelling, his unique artistic style delivers clarity of message with a sense of humor.
Since 2016, Giulio has combined his passion for DIY culture and custom motorcycle culture with his branding and illustration experience to create one-of-a-kind embroidered pieces. His work explores subcultures, codes, values, and symbolism, creating beautifully crafted pieces with a unique voice.
Collaborating with brands such as Dr. Martens, Adidas, Playboy, and Iron Heart, Giulio is taking the creative world by storm. With a commitment to delivering exceptional quality and an eye for detail, he creates limited editions and one-off pieces that are as unique as the individuals who wear them.
