SHED brand film. Woven at a historic British mill. Designed for contemporary spaces.
SHED
SHED
OLD LOOMS. MODERN COLOR.
Kevin McPhee Creative
This project showed that you don’t have to change the process to create something new — you can change the outcome. By using traditional looms in a different way, color and composition become the point of innovation, turning a historic system into something visually current.
SHED explores the intersection of heritage textile production and contemporary design. Using traditional looms, the project introduces modern color systems and graphic woven compositions that feel current without altering the underlying process. The result is a body of work that balances structure and expression — rooted in history, but designed for now.
Art Direction, Copy, and Image Content: Kevin McPhee
THE HISTORY
SHED begins with the legacy of British textile production — historic mills, traditional looms, and a process refined over generations. What makes it feel current is not changing the machinery, but changing the outcome: bold, modern palettes and graphic woven compositions produced on equipment built for another era.
The contrast is the point. Old looms bring structure, rhythm, and integrity. Contemporary color brings a new visual language. Together, they create a body of work that feels rooted in history but visually relevant now.
Rather than treating weaving as nostalgia, SHED treats it as a living design tool — one that can still produce work with clarity, richness, and modern impact. The process remains traditional. The perspective does not.
THE PROCESS
Natural wool, dyed and woven using time-honored techniques, expressed through contemporary color.
THE PRODUCT
THE SHOPS
The flagship shop in Inverness, SoHo, NYC and Melrose Hill, Los Angeles
THE CAMPAIGN
A campaign built on the contrast of old and new.
THE MARK
The mark draws from sawtooth factory roofs and the origin of the term “weaving shed.”
