We create tactile felt murals, felt art installations and exclusive felt interior products that matter and that may be touched, art and products that works truly differently in any interior space and tells a deeper story: the story of its purpose, its making and its makers, and of changing their futures. We are focusing on embedding lasting social impact, dignity and sustainability in every aspect of our felt art commissions and the way and with whom we work.
Our one-off art works and exclusive felt products are made from mainly locally sourced wool fibres through strategically integrating lasting social impact through skill transfer and job creation for youth and women. Our felt art projects add a unique aesthetical dimension with an important ethical social impact story to corporate, public and residential spaces. The Pure Felt art works are telling a story of how the past, present and the futures of many can be connected in a dignified and sustainable manner and they are a tactile representation and impactful embodiment of how we and our customers –corporates and non-profits and other art-loving and fellow-human-loving individuals- and partners are taking responsibility of living our shared values.
The felters` self-efficacy is a key to happiness and the felters feel the magic and pride of what they can create and achieve with their own hands, will and mind power as well as to be an important contributor to the large felt art commission. Our applied felt art projects tell the stories of the makers and how the making of these art works is providing dignity and new perspectives to young or female unemployed around the world. Our commissions and approach make the Pure Felt art commissions extremely well-suited to be incorporated into corporate social responsibility programmes.
Our one-off wall panels and sizeable architectural felts are colourful and brashly textured or they have deep cuts or elevations. Often they contain fleece fragments that look almost as raw as a sheep`s back. They have strong 3D effects or are patterned with contrasts between matte wools and glossy silks, sometimes partly transparent, but always less fragile than they sometimes may appear. In our felt art works we strive to create destinations, pieces of wonder, and places for introspection which create hope, and are telling the story of dreams and aspirations.
Impression of felt art works we co-create with the Pure Felt participants
Impression of felt interior products we help our participating microbusiness owners to create
Partnerships with global and local foundations and NGOs focusing on women empowerment, youth employment and art development are key for us to fulfil our mission. For each individual art commission from a corporate or other organization with a heartbeat Pure Felt usually works together with a (local) foundation and/or NGO supporting the empowerment of women or employment of young people. Jointly with the partnering foundation`s financial, administrative and often also organizational and logistical support a group of less privileged or unemployed youth or women are selected and temporarily employed. Pure Felt has developed a felting, life and entrepreneurial skills training programme based on the train-the-trainer concept. On the job the Pure Felt felt masters are teaching the felters-to-be the ancient craft of felting with biodegradable –and whenever possible locally sourced- natural fibres, specific techniques required for the creation of the art commission, as well as useful life, work and entrepreneurial skills. In our previous projects particularly South African young ladies and women have proven to be extraordinarily talented for and passionate about the ancient felting craft and interested in setting up their own microbusinesses.
Following the installation of the art work, with the help of the respective partnering foundations or NGOs we continue to empower the felters by including them in our felters`pool which gives them the opportunity to get re-employed in future commissions and projets, to participate in new training modules, and to continue benefitting from microbusiness support / mentoring programmes and other benefits of being a lifetime member of the Pure Felt Guild, which we will develop further as we will grow.
Based on the commissioning organization`s design and CSR roll-out wishes and its budget the design, materials, scope, term, number of trainees involved and the approach, the budget of and communication around the project will be jointly defined. The commission price will be agreed based on a transparent budget and often commissioning organisations include funds from their corporate responsibility budgets. Often we are working together with local or global foundations or NGOs active in the field of youth employment , women empowerment or arts & culture, who are usually providing additional funds for the project or for the Guild, and a broad variety of other support, such as organizational or financial reporting support.
Our art installations and exclusive felt interior products are telling a story of taking accountability and have proven to evoke change in hearts, heads and hands. Our projects and products are creating joy, purpose, pride and a sense of belonging for many. New skills and experiences ignite new dreams, action and businesses and provide for additional tools in the felters’ toolkit to take their future in their own hands. We have also seen proof how the PURE FELT art commissions are encouraging organizations, employees, and other stakeholders to look with new eyes at felt as an applied art medium, and particularly also to its social responsibility opportunities.
Entering our felt works–as any other art work–invokes a conditional promise to do so with open eyes, to be aware of other possibilities and think outside the box. Perception and interaction lead to an act of mutual discovery, a universal bond of our existence. There is not one story, no right answer hidden within each work, only a shared journey. Feel invited to experience how the –gentle– touch of our works adds to this experience.
We know what it means to feel one has a mission and to every day work hard to try to make change happen, to celebrate successes and small steps in our progress, and to grow from our set-backs and experiences.
We are on a mission to evoke lasting social change and call for change in the corporate “art game” and interior design world through our applied felt art projects and exclusive interior felt products. We would be delighted to collaborate and work on our mission together with you. Through our past projects we have seen proof how we can truly connect various stakeholders for a greater cause, to contribute to self-sustainability and to making our world a more beautiful and better place to live, work and play in.
Empowerment. Collaboration. Community.
The importance of empowering challenged or less privileged people and the power of human collaboration, jointly through our felt art projects, the ancient felt craft and the Pure Felt Guild. The spirit of community connection while working, growing and creating change. These values guide us above all else.