Local embroiderer Hattie Odell carries a beautiful tradition into the future.
The detailed, intricate work of Hattie Odell is at a chain-stitch crossroads: the intersection between preserving a rich heritage and creating a more sustainable future.
“When I tell people that I do embroidery, they often either assume that I’m sitting down at a machine to add logos to hats or that I’m a hundred-year-old grandmother,” laughs Odell, an Upstate creative who learned the arts of tatting, knitting, and sewing at a young age from her two grandmothers: one a Swiss immigrant and one from Tennessee.
Fashion is cyclical, and chain-stitch embroidery often recalls the intricate designs adorning traditional Western wear—a trend currently experiencing a renaissance. Odell, a multimedia creative, modernizes the technique using a design-forward approach intended to draw viewers in with its big visual impact and reward a closer look with beautiful details.
“My formal degree is in sculpture, so I think very three-dimensionally about everything,” she says, “and while I was in school, I did a lot of vintage clothing reselling on the side.” Eventually, these interests converged. “Now, I’m combining my passion for pre-loved vintage garments and these really meticulous, tedious fiber techniques.”
Sustainability is a huge influence for Odell, who recalls “getting hit with the massive amount of clothing . . . that ends up discarded” while thrifting for treasures. In response, she’s made it her mission to give landfill-destined clothes a new life. “I’m not creating new clothing,” she emphasizes. “I’m reviving and rescuing garments while also preserving these heirloom fiber techniques. It’s this perfect combination of all of my values.”
Recently, Odell has expanded her business beyond embroidered vintage pieces. Using a term from the tattoo industry, “flash,” she is launching a collection of pre-drawn designs under her Hattie brand. Clients can choose a design to be embroidered on any garment they wish—making it easier than ever to own an original hand-stitched work of art that celebrates heritage and serves the planet.
Subscribe to Odell’s newsletter at hattieodell.com for information about her upcoming flash release and more.
