Amelia Ayerst studied at the Royal College of Art studying Mixed Media Textiles. After graduating, Amelia worked closely with James Dyson on designs for the electric car. As a CMF (colour, materials and finish) designer, she worked on designing and creating materials for the interior and exterior of the car. Unfortunately the car project was cancelled and although invited to return to Dyson to work on a different project, Amelia decided to take the opportunity to launch her own brand DUO-HUE, using her redundancy payout to purchase a digital embroidery machine.
DUO-HUE takes digital embroidery in innovative directions. Amelia combines complementary colourways and differing stitch densities, to create a colour-morphing effect as the textiles move. Amelia has made this her signature stitch and has use it in the development of a range of interior products including cushions and wall hangings. Her central idea is that customers can build their own wall hanging pattern grid from the range of designs on the DUO-HUE website.
Amelia is also collaborating with like-minded designers. For the launch of DUO-HUE she’s worked with a bag designer in Falmouth, creating one-of-a-kind rucksacks where the embroidery gives the material of old army bags new life. Everything is designed, embroidered and made in the UK, supporting local craftsmanship and designers.
Amelia’s aim is to take digital embroidery and make it innovative again.