The Neimil brand will launch their much-anticipated collection with H&M HOME and will be available at shop-in-shops at Sandton City, V&A Waterfront and Menlyn Park from 4 November 2021.
The partnership with Neimil and H&M is a project initiated to support small business owners and promote the local design industry within South Africa. H&M is offering a space within selected stores where Neimil will sell their collection under their own brand name. The locally made Neimil collection with its handcrafted products will be an extension to H&M’s existing HOME product offering in selected stores.
The Neimil brand is about creative freedom and expression and being true and authentic. Neimil’s founders Keneilwe Mothoa and Lubabalo Mxalisa strive to create quality products that focus on celebrating their cultures and the values their parents instilled in them.
“The story behind each of the products is what makes it unique. Anyone can create the products we do but they can never emulate the process taken to create the final piece. We ensure all our products tell a story and that the people buying the products can relate and celebrate with us,“ says Keneilwe Mothoa.
“We believe there is potential to further position H&M as a truly diverse and inclusive global brand with local relevancy in the South African market. Supporting local brands and giving them a space to promote and sell their products will empower them to build and develop their brand even further. 100% of the proceeds from this collection will be received by Neimil and H&M will not take any profit from the sales,” says Caroline Nelson, Country Manager, H&M South Africa.
The Neimil collection comprises of cushion covers, mats, pouches and placemats. The techniques used in the crafting of the collection is called punch needling and tufting, both techniques give the same result of tight wool coils that are gathered to create a soft and textured piece. The materials used in the collection are a vast range of wools and yarns on a linen backing. With material sourced from local fabric suppliers, all Neimil products are locally produced. All offcuts from materials are also used to create artworks.
“We want everyone to be able to have a piece of the Neimil collection in their home. We are creating these products for people that appreciate the heart that goes into making them what they are. We want the younger generation to have a pouch as their go-to for their phones and lip care products and we want to see our cushion covers in the homes of loved ones, that is our dream. We don’t have a specific demographic we just want people to enjoy the products and make it their own, in their unique way,” says Lubabalo Mxalisa.
In addition to the Neimil collection, H&M has produced a tote bag in polyester felt, made from recycled plastic bottles, and manufactured in a community upliftment project in Cape Town. The tote bag features illustrations designed by Neimil. A portion of the sales from the bag will be donated back into the community upliftment project.
This post and content is sponsored, written and provided by H&M HOME.
*H&M HOME is a design-driven interior brand, offering fashion-forward decor and accessories for every room and style. The brand was founded in 2009 and has since been extended in many markets through shop-in-shops, online and standalone concept stores. By merging modern design and quality with sustainability and affordable prices, H&M HOME enables interior lovers across the world to create their dream homes.