In a world where sustainability is a core value for consumers, Armadillo has emerged as a trailblazing brand that seamlessly marries craftsmanship with a commitment to environmental and social consciousness.

Established in 2009, Armadillo is a rug-making brand, that pulls on the threads of history, tradition, environmentalism and sustainability to create beautiful, uncompromised products for your floors. In 2021, the company became the first B Corp-certified rug brand in the US and Australia.

Let's explore how Armadillo sets a new bar for sustainable practices in the industry.

“The journey began in earnest when we recognized a void in the market,” says Sally Pottharst, who co-founded the company with her friend Jodie Fried. That gap, of course, was for exquisitely crafted, sustainable rugs. “We both come from philanthropic backgrounds so there was no question that our business would give back. It wasn’t like we started the business then changed course; those pillars of sustainability and social responsibility were there from the outset,” Pottharst told WLLW.

When it arrived, Armadillo quickly became synonymous with meticulous craftsmanship, with each rug handwoven by skilled artisans, preserving ancient techniques passed down through generations. “We work with a range of craftspeople, some of them we’ve had relationships with since we started," says Pottharst. "Each rug is woven by hand on traditional looms, without the use of modern machinery. It’s something that we never get tired of seeing firsthand, those rhythmic handmade techniques that have been cultivated over so many generations. It makes the finished product feel like it has a soul."

That artistry and tradition is on show when perusing Armadillo’s showroom and online catalogue. On a recent visit to their bricks and mortar in New York, some of our favourites included the Eden rug (instantly transportive with its rich warm hues and soft hand-dyed wool), Mojave (evokes that desert landscape with a rich texture from its Tibetan hand-knotted weave) and Malawi (rustic comfort with hand knotted wool and tasselled fringes).

Beautiful and meaningful? Check. What is more, is that every product here is also healthy for your home. Unlike many rugs, these are free from harmful synthetic materials and chemicals (each comes with a Declare label), with the founders opting to use natural, biodegradable fibers like wool, jute and hemp.

Yet sustainability today requires a holistic practice. For Armadillo, that means production is a low carbon footprint affair, water is used efficiently, there are no toxic dyes, and the promotion of fair labor is prioritized. "Sustainability is sort of the value that guides every decision we make. From sourcing materials to weaving, we're constantly seeking ways to tread lightly. To us, being a sustainable brand means leaving the world better than we found it,” Fried explains.

In 2017, both Pottharst and Fried stepped up their commitment to people when they set up The Armadillo Foundation. As an NGO, the foundation is funded through proceeds from sales (about 10 percent of net profits from each product sold is contributed) and partners with like-minded organizations, helping underprivileged communities across education, conservation and empowerment. Currently, there are projects supported by the charity in the US, Nepal and India. Through its multifaceted projects, the Foundation aims to enhance lives and nurture Earth, aligning with the brand's ethos of creating beauty with a conscience.

It could be said that Armadillo’s rugs are more than just floor coverings; they are symbols of a mindful lifestyle. The brands’ success shows that it's possible to marry artistry and sustainability without any compromise. As Armadillo continues to weave its story, it invites us all to step onto a more sustainable path—one where beauty and ethics are intertwined.

Sally Pottharst and Jodie Fried shared more insights with WLLW

WLLW: What does it mean to be sustainable exactly?

Jodie Fried: To us, being a sustainable brand means leaving the world better than we found it. It’s something that flows through every facet of our operations and is front of mind for every single team member. One of the things we’ve been doing is tracking our carbon emissions. It has given us a greater understanding of our footprint and helped us put in place reduction and offset strategies that will make a notable difference in the long run.

Sally Pottharst: Transparency is important, too. I think it’s great to implement sustainable measures, but being open is what will help spur others in our community to be part of the change. Later this year, we are excited to share our first Impact Report, outlining all of Armadillo’s commitments and goals across the planet, people and philanthropy.

WLLW: Can you tell us a bit about your Foundation and the good it is doing in underserved communities?

JF: This is something very close to our hearts. Armadillo donates 10% of net profits from every rug sold to charitable partners that share our mission of giving underprivileged children a brighter future. Here in the States, we work with Girls Inc. which runs programs for young women to develop a love of learning and build life skills. We also sponsor a school in India called KVM, attended by many of our artisans’ children, awarding scholarships to the top-performing girls to finish their education. This year we also started working with a charity in Nepal called Sunrise Children’s Association Inc. and in Australia, we work with the Stars Foundation, which provides support to Aboriginal and Torres Strait Islander communities.

WLLW: How long was the process to become a B Corp?

JF: Armadillo became certified as a B Corp in 2021. It was a rigorous process that took several years and required us to look at every aspect of the business – from governance to employees, customers to the community, and our impact on the environment. While it was definitely one of our biggest milestones, the reality is that being a B Corp is an ongoing journey of continual learning and improvement as we need to be reassessed every three years to maintain that status. We’re just about to kick off the process with the aim of being recertified early next year.

WLLW: What would you tell someone looking for a rug for their home, someone who wants to be sustainable and environmentally conscious?

SP: With everything you bring into your home, do your research. Look at the brand’s accreditations so you can be confident that you are investing in a truly ethical product. For example, all our rugs come with a Declare label from the International Living Future Institute so you know exactly how they are made, what they are made from and where they will go at the end of their lifespan, as well as verifying that they meet the highest standards for being free of toxic VOCs (Volatile Organic Compounds) and Red List chemicals.

WLLW: What is next for Armadillo?

JF: We have several exciting new collections on the horizon, and we’re also launching our new Los Angeles flagship in the La Cienega Design Quarter. The space is incredibly elegant, tactile and welcoming and will take the experience of shopping for a luxury rug to a whole new level.

Photography: Photos courtesy of Armadillo