Fashion | Focus on the brand: Embroidery Sarangua

As a British-Mongolian business owner, with a great love for pop culture, London-based designer Sara says her vision has always been “to provide a brand and service that is welcoming and celebrates different cultures and identities”. Driven by her working-class background and her desire to provide small brands and artists with access to personalized, luxury and flexible services – “not currently found in the predominantly white embroidery and middle class” – Sara founded Sarangua Broderie.

Officially launched in August 2020, Sara had spent six years working in the design industry and seven years in school before Sarangua was born. She originally developed the idea for Sarangua to provide creative embroidery and merchandise for two years, but Covid hit and the machines were boxed up and ready to sell. “During the first lockdown, I was responsible for embroidery at Hand & Lock in London, and it was essential that I work from home,” says Sara. “I set up my machine next to my bed and passionately spent all my free time creating custom pieces for friends and posting them on social media.

“My embroidered Nike tick artwork started to become popular and my online sales gave me confidence in my brand. After months of juggling my full-time job and my own brand, I Quit my job and found an office to focus on Sarangua full-time. I have since doubled my space twice and installed additional machinery and equipment.”

Since launching in lockdown, Sarangua has grown organically and generated fans for its simplistic yet complex approach to embroidery, and Sara says it’s been a “positive challenge to keep up with growing demand”. Offering both custom pieces featuring embroidered designs and chenille patches, Sarangua has caught the eye of artists and brands looking for something unique.

Among Sarangua’s collaborative portfolio is work alongside London’s exclusive music venue, the Tape Club, where the studio designed custom uniforms for staff, and the design of a unique piece that DJ Oblig will wear when he supported veteran MC D Double E. Sara also worked with British artist Jossy Mitsu designed a bespoke jacket that incorporates the Tekken-inspired DJ name and Birmingham roots.