WeeklySA_AdminClassy Culture Cushions: Neimil founded by Keneilwe Mothoa & Lubabalo Mxalisa collaborate with H&M
By Mpumi Brown
Neimil, a South African based design and lifestyle brand that was founded by Keneilwe Mothoa & Lubabalo Mxalisa in 2018, focusing on interior design, fashion and art has collaborated with H&M and will allow customers to buy the brand’s handcrafted items in its Sandton City, Menlyn Park, and V&A Waterfront stores from 4 November this year.
Neimil tells their authentic African stories through their shared love for design and photography, merging the two worlds to create uniquely designed hand crafted products that are perfect for the modern space or closet.
The items in the collection include scatter cushions, cushion covers, rugs/mats, cosmetic pouches, placemats and tote bags – that H&M has produced locally – featuring two of the brand’s illustrations.
“The idea for this collection is derived from one of our pieces called the “Batho scatter”,” said the Mothao. “It is a collection about bringing people together and celebrating the differences we have as people; hence the multi-coloured pieces that have human-like silhouettes.”
According to Mothao, the techniques used for the cushion covers and pouches are called punch needling and for the rugs/mats it is tufting.
Both techniques give the same end result of tight wool coils that are gathered to create a soft and textured piece. The materials used are a vast range of wools and yarns on a linen backing.
The items have two colour palates inspired by various parts of the country as well as its cultures. The first palate, which consists of terracotta, creams and mustards was inspired by “rich hues of the Mpumalanga landscapes, the sunset and the soil,” she said.
The other colour palate, on the other hand, “is a fresh and vibrant one inspired by the Pedi tribe with its rich colours like pinks and yellows with a contrast of pastel and saturated colours,” she added.
Through this partnership, H&M aims to support small business owners and promote the local design industry within South Africa. Caroline Nelson, country manager at H&M South Africa, says “We are so excited to offer our customers the opportunity to shop this beautiful collection at our selected stores, and to include locally-made, handcrafted products to our existing H&M Home product selection in-store,” says Nelson.
Mxalisa and Mothao not only want to grow their business but are also focused on growing other small businesses by sourcing material locally and working with older generations of women who still need to provide for their families.
“For us it’s not only about putting money in their pockets but also to help these women better understand design and how they can improve their products to sell to their communities.
“Teaching is a way of uplifting someone so that when you are not there to guide them anymore, they are able to move forward and have learnt a new set of skills,” said the brand owners.
The business partners aim to expand the brands product offering. They want to include ceramics, mirrors and furniture on the home and interior end and create ready-to-wear items in future as well.
According to Nelson, 100% of the proceeds from this collection will be received by Neimil. H&M will not take any profit from the sales. “The Neimil brand is about creative freedom and expression and being true and authentic,” said Country Manager at H&M South Africa Caroline Nelson.
The new Neimil collection will be out on November 4 at selected H&M Home stores (Sandton City, Menlyn Park, and V&A Waterfront stores) from their retail price from R900-R1200.00
