In an era marked by fast fashion and disposable design, the interiors industry faces increasing scrutiny over its environmental and social footprint. Many home goods rely on fossil fuel-based synthetics like polyester and nylon, which take centuries to decompose and account for around 35% of ocean microplastics. Textile production contributes to 20% of global clean water pollution from dyeing and finishing. More broadly, household consumption is responsible for 72% of global greenhouse gas emissions. Against this backdrop, Armadillo Rugs offers a compelling alternative: a design philosophy rooted in craftsmanship, sustainability, and deep respect for the human hands behind every product.
Founded in 2009, Armadillo has challenged the dominant model by anchoring its operations in ethical sourcing, natural materials, and handwoven production. In contrast to mass production’s speed and scale, Armadillo embraces the nuance of process and place. Using undyed, renewable fibers like wool, jute, and linen, the company reduces chemical inputs and highlights the raw beauty of nature in every finished piece.
Armadillo co-founder Jodie Fried told me that what distinguishes Armadillo most is its long-term investment in the communities it works with. In India and Nepal, the company supports its artisans not only through fair wages and dignified labor conditions but also by funding schools and housing for their families. Education, especially for girls, is a central focus, exemplified by the KVM School, which Armadillo fully supports. These efforts reflect a broader belief that good design must contribute positively to the lives it touches, both materially and socially.
As the first Australian and American rug company to achieve B Corp certification, Armadillo has formalized its sustainability efforts across governance, carbon footprint, and material circularity. With ongoing goals like deepening supply chain transparency and supporting regenerative farming, the company demonstrates that accountability in design is not static but evolving.
Perhaps most notably, Armadillo reframes what “luxury” means. In its view, luxury is not the abundance of resources, but the care with which they are used; not speed, but story; not excess, but intention. This ethic challenges consumers to consider not only the aesthetic value of what they bring into their homes, but the systems of labor, ecology, and legacy they are participating in.
As businesses across sectors grapple with their impact, Armadillo offers a model of how design can serve as both aesthetic expression and social commitment. In doing so, it illuminates a path forward for companies seeking to merge beauty with justice.
Christopher Marquis: Can you first discuss how Armadillo’s methods differ from conventional rug manufacturingtechniques?
Jodie Fried: At Armadillo, we believe true luxury lies in authenticity – which is why every rug we create is made by hand using traditional weaving techniques passed down through generations. Our process is intentionally slow and deeply human, grounded in care, intention and a respect for craft. We work exclusively with natural fibers such as wool, jute, linen and silk, choosing quality over quantity in every facet of creation. The result is a product that honors both the artisan and the environment, with a soulfulness that simply can’t be replicated by machines. Our methods may take longer, but we believe beauty that is consciously made will always endure. In a world that often prioritizes speed and convenience, we’re proud to stand for something more considered — something lasting.
Marquis: Can you say a bit more about the significance of using undyed, natural materials in your products, particularly how this benefits both the environment and the end-product quality?
Fried: Using undyed, natural materials is one of the most meaningful choices we’ve made as a brand. These fibers are not only biodegradable and renewable, but they also allow us to dramatically reduce our environmental impact by avoiding the energy and water-intensive processes associated with chemical dyes. Beyond sustainability, there’s a raw beauty and integrity to these materials – the tonal variations in undyed wool, for example, add a depth and richness that can’t be replicated in synthetic alternatives. They give each piece a sense of place and personality. At the same time, our customers can feel confident that they are bringing something into their homes that is safe, healthy and entirely free from toxins. It’s a win for the planet, the maker and the home.
Marquis: How does Armadillo support the artisans and communities behind its handmade rugs?
Fried: Supporting our artisan communities is intrinsic to who we are – it’s a relationship built on care, transparency and mutual respect. Many of our weavers have been with us since the beginning, and we remain deeply committed to ensuring fair wages, safe working conditions and dignified livelihoods for all. But our support doesn’t stop at the loom. We support a network of philanthropic initiatives in the regions where our rugs are made, with a strong focus on education – especially for girls. In India, we fully fund the KVM School, which provides free schooling for the children of our artisans. In Nepal, we support long-term education and safe housing for vulnerable youth through partnerships with Sunrise Children’s Foundation and Shree Mangal Dvip Boarding School. For us, giving isn’t a side project but a fundamental expression of our belief that good design should also do good in the world.
Marquis: How has Armadillo’s sustainability efforts evolved since its inception? What are some sustainability goals Armadillo hopes to achieve in the next few years?
Fried: When we founded Armadillo in 2009, sustainability was a foundational value. We began with a simple belief: that it’s possible to create something beautiful without compromising the wellbeing of the planet or its people. Over the years, that belief has grown into a comprehensive sustainability strategy, including becoming the first Australian and American rug company to achieve B Corp certification in 2021 – and most recently, recertifying with one of the highest scores in the furniture category. We’ve achieved carbon neutrality across all our showrooms, publish an annual Impact Report and aligned our long-term goals with the UN’s Sustainable Development Goals. Looking ahead, our priorities include deepening supply chain transparency, supporting regenerative farming practices, and expanding programs like rug recycling and material circularity. Sustainability isn’t a finish line for us – it’s a journey of continuous improvement and responsibility.
Marquis: What inspired Armadillo to pursue a B Corp certification? How has it shaped your operations and values since?
Fried: Pursuing B Corp certification was a natural step for us – not just to affirm our values externally, but to hold ourselves accountable internally. From day one, we wanted to build a brand that stood for something more than just aesthetics – one that cared deeply about people, the planet and legacy. The B Corp framework gave us the structure to formalize those intentions and push ourselves to do better across every aspect of the business, from supply chains to governance. It has also become a powerful symbol to our customers, collaborators and team – a way of signaling that we’re part of a growing community of businesses committed to using commerce as a force for good. Being a B Corp doesn’t mean we’ve arrived; it means we’re committed to learning, evolving and being radically transparent about where we go next.