Soof was founded by Safa El Samad around five years ago while she was completing a Bachelor of Fashion Design and Technology at RMIT. During her studies, she was introduced to industrial embroidery and became drawn to the process for its similarity to drawing, but with stitches. After losing access to university machines during the 2020 campus shutdowns, she began building her own practice, starting with a domestic machine before upgrading to a semi-industrial Brother Entrepreneur, which she continues to use today.
The name Soof (صوف) comes from the Arabic word for wool and references Safa’s childhood nickname, SafSoof.
Soof emerged from a desire to resist constant new production and instead focus on what already exists. The practice centres on reworking, repairing, and revaluing garments through embroidery, offering an alternative to disposable fashion without moralising individual consumption.
Soof invites people to bring in old or unloved garments and give them new life, encouraging care, longevity, and a more sentimental relationship with clothing.