Photography by Kevin A. Roberts
Here’s a design challenge: Take out a sheet of paper and draw a beautiful image—already a daunting task for some of us—then fold the paper eight times or so. Does the design still make sense? That’s the challenge set before Beth Snyder, owner of Hemlock Goods, each time she creates one of her bandanas. The accessories, which come in big, bold, symmetrical designs and smaller repeating patterns, must look good both unfolded and rolled. Use the former as a handkerchief, the latter as a neckerchief or headband. Screen-printed by hand on super-soft cotton, they feature painterly motifs: modern ikats, whimsical rainbows, geometric shapes, feminine florals. What’s consistent is that the wearer can sense the hand of the designer, from the brushstroke-like dashes to the delicate buds of a tulip.
You have a stationery company, 1canoe2, that’s been in business for 10 years. Why the pivot to textiles? I have a degree in graphic design and fibers from Mizzou, so really what I wanted to do was design fabric. It took me 15 years after I graduated to get around to that, but I finally did. Before I launched Hemlock Goods, a year ago, I was starting a business with a friend of mine to do kitchen textiles, like tea towels and aprons and oven mitts. At the same time, I had gone into a retail store and bought a bandana with the name of the store on it. When I checked out, it was $25. I thought, How could this be $25? It should be $10. From my industry knowledge, I knew probably nobody was making cool bandanas, especially not with a lot of artwork on them, or in interesting colors, or in really nice fabrics. So there were three things that I knew I could do well. I had the idea for the business for about four months before I actually started taking it seriously, and I didn’t do that until I came up with the name.
What inspired the name? I came across the word hemlock, and I thought it sounded like something to do with fabric because hem and overlock are sewing terms. I looked it up, and it’s this really beautiful flowering bush, but it’s also poisonous. I thought, Oh yeah, that seems kind of badass.
How do you describe your aesthetic? I love to draw repeat patterns; I don’t like it when you can tell that a pattern was made on a computer and it looks really clean and digital. I want you to be able to see the hand of the artist, to be able to tell that somebody made this. Somebody thought, What would look really great on a bandana, and what would someone else like to see? and then made that. That connection is important.
What is the process for bringing one of your designs to life? I usually start by drawing a pattern in my sketchbook, but a lot of times I will paint it, because using a brush gives a bit of a different texture. I always make sure that a design looks good when it’s rolled. While I’m designing, I’ll roll it up. Then I take it into Adobe Illustrator to choose the colors. I try to come up with 12 designs at a time, so I’m curating colors among those designs.
Courtesy of Hemlock Goods
Beth Snyder
How do you select colors that are eye-catching but still wearable for everyday? I use earth tones and colors that have a lot of saturation but are not screaming. I select colors that look nice on your skin, because the product is next to your skin.
And for the color-shy, it’s easy to accessorize with a pop of something rather than wearing it all over. I don’t look good in red, but I will wear a red bandana in my hair, because it’s not right up against my face. It’s a nice way to use a color that you wouldn’t normally wear.
You have a selection of backpacks and masks on the website. Any plans for new products? I would love to make cards and see that artwork on stationery, but then it seems to muddy up the message. I would like to branch out and make something slightly different, maybe other kinds of headbands or bows and scrunchies—items that are related to the business, but keeping it within that category. I think there’s something really powerful and super simple about the message. People know that they can get a cool bandana at Hemlock, and there’s a simplicity when they go to the site. They’re not overwhelmed. I like to call that the burden of choice and the delight of choice. The burden of choice is when there are so many things that you feel as if it’s too hard to pick something out. The delight of choice is just enough to make you feel like “Oh, which one do I get to pick?”
