Founded in 2009, Armadillo is a truly sustainable company that is driven by ethics as well as aesthetics. Armadillo’s rugs are made with natural materials, designed to counteract today’s throwaway culture and stand the test of time.

Every Armadillo rug helps support a village, build a school and educate a child. The Armadillo Foundation is a not-for-profit organisation established in 2017 to improve lives in underprivileged communities. For each rug purchased, we donate 10% of net profits towards educational, healthcare and environmental initiatives, including full funding of the KVM School in India attended by many of our artisans’ children. By bringing an Armadillo rug into your space, you’re creating opportunities they otherwise would not have.

Founders

Jodie Fried and Sally Pottharst are the visionary thinkers and entrepreneurial spirit behind Armadillo. Together they share a lifetime passion for artistry, sustainability and social change.

All expressions of the Armadillo brand draw from their bold and instinctual approach to creativity. With Jodie working from Los Angeles and Sally from the Adelaide Hills in Australia, they continue to envisage and design every Armadillo collection together.

Inspired by originality and led by instinct, their work not only embodies the curation of art and culture, but also helps to sustain the legacy and livelihood of traditional artisans and support philanthropic endeavours through the Armadillo Foundation.

Jodie and Sally’s commitment to sustainability is infused throughout their business, with their driving mantra at its heart to ensure our rugs lie lightly on this earth.