Color & Pattern Interview Series: Kneeland Co.
Kneeland Co.
A peek inside the vibrant world of Joanna Williams…
About 10 years ago I stumbled upon Joanna Williams’ blog and immediately knew I had found a divine, magical world. At the time, her blog was filled with bold patterned textiles, inspiring far-flung places and color palettes that I couldn’t stop thinking about. When I found out that Joanna had previously been a fashion trend forecaster, I knew she was someone to pay attention to. This was a woman who had a voracious curiosity about the world like myself and therefore translated that curiosity into her business. Over the years her company, Kneeland Co. has grown to become a creative consultancy, textile studio and newly opened boutique in Los Angeles (called Kneeland Co. Rarities). We have followed each other on Instagram for many years, but it was only recently that I met her at one of her previous pop-up shops (before that idea turned into the permanent location) and Joanna was just as fabulous in person!
Her curated world is based around pieces she sources during her trips around the globe. This includes special objects like hand carved brass handles from Bombay, candelabras from Mexico, hand painted ceramics from England, one-of-kind miniature paintings from Jaipur, hand painted domino papers from Paris, and so much more. Her knowledge and story of every treasure in the store was from the heart and her eye for design and detail was like none I had seen before. It was as if all of my favorite memories and trinkets during my travels had been scooped up and elegantly displayed to bring me back to those colorful places. To step into her universe, layered with patterns and color is a gift itself and one instantly becomes an explorer of their own curiosity, perhaps just as she intended.
Settle in with your coffee, tea or glass of wine for a genuine discussion with Joanna, plus a little glimpse of her post Covid-19 thoughts.
1. Briefly, what is your background and how did Kneeland Co. start? Can you tell us about the different components of your company?
Kneeland Co. started in 2010 when I was doing some trend consulting for a brand in LA. I had the idea to start a textile inspiration studio focused on prints, embroideries, embellishments, lace, etc. sourced from around the world. I worked for a trend forecasting company for 3 years before going out on my own to work for different brands on concepts and trend direction. The textile studio has about 20,000 pieces that are available for sale to designers in fashion and home to be used for product development inspiration. Next month will be 10 years that I’ve had the studio. This March I decided to open a retail store next to my newly designed textile studio. I wanted to have a space where I could showcase brands that I love from around the world as well as found pieces, both contemporary and vintage/antique. While the textile studio is more private, the store is the part of the business that is open to the public. In addition, I consult for various brands on print and trend direction.
2. Congrats on just opening a new store in Los Angeles! Can you tell us a bit about the concept and what we can find inside once the doors reopen? Is there a new designer or product you carry that you are currently excited about?
Thank you! The timing couldn’t have been worse, but it has actually been such a wonderful response and I am overwhelmed by the enthusiasm the store has received. I love brick and mortar, and after experimenting with two pop-ups I decided I wanted to have a permanent space where I could really focus on promoting brands and products that not only tell a story, but that are made responsibility and with great care and attention to detail. I am always obsessed with Claudia Rankin’s ceramics, and I’m happy to carry some of her pieces exclusively. She is an extremely talented ceramist based in North England.
3. Color and pattern play a strong role in your personal style, your store and textile library. Are there any colors or patterns that are currently inspiring you and why?
It’s funny, because the one color that I often turn away from is “aqua” or “turquoise”. Something about it has always felt so juvenile to me, but lately I find myself being drawn to it! Maybe it’s because cobalt blue, a personal favorite, has been living in my brain for so long and it has decided to evolve!
4. How do you choose the products and designers that you carry in your store? Since you have a trend forecasting background does intuition play a role like it does when doing trend research? Does color or pattern play a role in your choices?
I strictly source based on intuition, for both products in the store and textiles for the archive. There are pieces I’ve had since the very beginning that no one ever paid attention to, and all of a sudden they start to sell like crazy. I think with the store it helps to take things out of context and put them in an environment with pieces that you wouldn’t necessarily think they make sense with, but they do. I don’t pay attention to color or pattern in a direct way, meaning I’m never out to buy something that is red or pink or has a geometric pattern. It’s more of something I respond to right away.
5. You travel to beautiful destinations like India and Mexico - is there a particular place that is off the radar for most people that you love for its color or pattern?
I really enjoy spending time in food markets in Mexico City. The real old school places where locals eat real Mexican food next to vendors who are selling flowers and piñatas and candles and weird black magic products. The typography on the menus and on the signs is so inspiring, and there is always a cool pattern or color palette to discover or be inspired by.
6. How did your textile library start? Any favorite pieces? Do you have to be a designer to access it or can anyone view it?
The textile library started in 2010 with about 200 pieces and has now grown to about 20,000. I started meeting amazing suppliers around the world who were selling estates or sourcing on their own to sell to someone like me. I have so many favorites! I have my own personal archive that is private. Yes, you have to be a designer to access it or else it can be overwhelming!
7. What is something that might surprise the reader to know about Kneeland Co.?
It took five years to know if my business would truly succeed!
8. After your years of travel and with the current Covid-19 pandemic, do you have any thoughts about what you hope will change for the better in retail and travel? Or do you have any post pandemic thoughts you would like to share?
This pandemic has been horrific and confusing and heartbreaking, all at once. But it has also been a great wake up call to myself and I’m sure countless others, in how we operate as a business. I have never been confused about my values and ethics, but I think about them even more now and hold dear the things that are important to me. I just want to provide lasting products that can be cherished and loved and that aren’t disposable. I want to inspire and educate people. As far as retail, I will continue to do what I’ve been doing for a long time which is support brands that have a purpose. I’ll keep shopping at the stores that put thought into creating an experience for the customer. And I’ll vote hard come November 2020.