About
We are an independent design and embroidery studio based in South East London, specialising in hand-guided chainstitch on original vintage machines alongside digital embroidery. Our work is shaped by over 20 years of Giulio’s experience in illustration, design and visual storytelling.
Behind the studio
Founded by Giulio Miglietta in 2016, the studio is based in South East London and grew from his background in Graphic Design and illustration and a fascination with vintage chainstitch embroidery.
With over 20 years of experience as an illustrator and designer, Giulio taught himself chainstitch embroidery after acquiring his first vintage machine. What began with a single machine has since developed into a machine-filled studio working across design, hand-guided chainstitch and digital embroidery, for individual commissions, brands and live events.
The studio’s work continues to draw on vintage processes, materials and references, combining them with contemporary design and an approach that has evolved considerably over the past ten years.
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.
Made with consideration
We put a lot of research into the materials we use, from threads and fabrics to the heritage felts that have traditionally been part of embroidery and garment making.
We choose materials for their quality, character and suitability for the work, looking at how they embroider, wear and age over time. Where appropriate, we also work with vintage and recycled materials, bringing their existing character into something new.
Some saucy bits about Giulio!
Giulio Miglietta was born in Lecce, Italy, and has spent over 20 years working across illustration, graphic design and visual storytelling.
After moving to London in his early twenties, his path included periods of homelessness, studying at university and later teaching graphic design and illustration at London College of Communication. As a commercial illustrator and designer, he went on to work with international clients across fashion, transport, automotive, aviation and telecommunications, specialising in character design and visual storytelling.
In 2016, Giulio began working with vintage chainstitch embroidery, combining his background in illustration with an interest in DIY culture, subcultures, symbolism and handmade processes. What started with a single vintage machine eventually developed into the South East London studio he runs today.
His work now spans design, hand-guided chainstitch and digital embroidery, from one-off pieces and limited editions to collaborations, campaigns and live events for brands including Dr. Martens, Adidas, Playboy, Iron Heart and others.
