#39 the making of netnets ft. founder Kim D'Aria
how a slip-up grew into a well-loved business
I love a handmade small business moment. To see a brand find its footing and take each step unhurried, constantly selling out and keeping its followers yearning for more, has its own kind of satisfaction. When it comes to collaborations, they feel personal rather than purely transactional.
netnets, a brand of hand-knotted bottle holders, slings, and key rings, is a key example of this. The venture that began as a personal project has since landed commissions with renowned design and lifestyle brands like Only NY, Yowie in Philly, and Soft Services.
Kim D’Aria, the one-woman show behind it, a San Francisco native who currently lives in Brooklyn, lets us in on how she keeps things fresh. She also references creative friends who inspire her, hinting at future projects. Notably, Kim makes known that netnets was created by accident in 2021. How? Keep reading.
Hi Kim! Why do you say netnets was started by accident?
So, when I first figured out how to make the pattern that I use, I had every intention of creating a small cross body bag for myself. However, once I pulled the material off of the mold I was using, it stretched out and didn’t keep its shape at all. The particular pattern I use stretches to the shape of whatever is in it, up to a certain diameter. Since it was so much bigger than I intended, I slipped it onto a wine bottle and it fit perfectly. And that’s how a netnet was born!
I’m particularly interested in how you went from that, to landing commissions and stockists. Can you take us through that journey?
My first customers were my friends. I posted this thing I had made by mistake on Instagram and my followers reacted really positively. Then I started to make some as gifts for friends and the concept started to gain attention. Eventually, I started a separate Instagram account and continued to get more followers, as friends posted pictures of their personal netnets.
Simultaneously, I was getting a lot of DMs to make more so I made a batch to sell on Instagram and they sold out immediately! After that, I decided to make a custom order form for commissions. I was also approached by a friend who runs Chickee’s Vintage in Williamsburg to make a small batch for the shop, which was a great opportunity to reach a new customer base!
Yowie in Philadelphia has also been a consistent wholesale account for me. I lived in Philly for a few years and had been following the shop since their start, and I applied to have my products sold at their store. Shannon reached out and was so excited, and we started to work on custom colors and we often work on new ones together! Right now we are working on a special product together for the spring! More recently, I reached out to Only NY because I felt my products would do well for them, and we worked on a few custom colorways together for three of the products I make. I’ve also partnered with Soft Services, Glossier, and Lark on special projects!
What’s something you now understand differently from when you first started?
At the beginning, each netnet would take hours and hours to make, but one day, after working with the pattern for about a year, I figured out one quick trick that cuts the time down by half. This made the project more sustainable when I was working full-time and working on these in the evenings and on weekends.
What’s been your recent design inspiration?
I try really hard to make sure I do not have a lot of wasted material. With this in mind, I realized there are other products I can make to use up small scraps of material that I have leftover. It’s a really fun way to use up multiple colors at once.
Since I am also a crocheter, I am working on a way to crochet the paracord material, which will open up some opportunity for new designs.
Speaking of… Was there any custom request that surprised you or was memorable in some way?
I once made a dog leash for someone, and I hope to make more of those in the future!
What are some of your other dream projects or partnerships?
I mean, Nalgene would be amazing! I would also love to work with companies like Patagonia, Outdoor Voices, or Arc’teryx—really any company that is at the forefront of clothing or accessories for the outdoors. Also, to be featured on @organiclab.zip.
Only a matter of time. What’s been a small change that has made a big difference in your life?
My friend and I started to go on frequent walks around the neighborhood in the spring, which helps me not feel like I’m stuck inside all day.
That reminds me! You also post such iconic photos of cars on @__macchine. Why did you decide to document them, and in that style?
My former roommate and I loved to walk around our neighborhood during the pandemic and had both been separately taking photos of fun cars we saw out and about. One day we started the Instagram together and continue to post on it when we see something cool! I also studied photography so it keeps me taking photos and thinking about compositions.
And before you go, who’s another creative that you enjoy or find inspiration in? If given the chance, what’s one question you’ll ask them?
I have so so many creative friends, it’s hard to choose just one! So I’ll name two:
My friend Grayson (@graysanatomy), who runs @rockhardgear. He makes awesome accessories for climbing and being outdoors. I would ask him to teach me how to use my sewing machine because I forgot! I hope we can work together on something cool soon.
Abbey of @_mamajewelry. She makes incredible accessories and they are so fun! I would ask her to make me some custom hardware for netnets… I’ve actually already asked her!
Get yourself a netnet and stay in the loop on new drops @__netnets. Kim is @__kimkim.
I hope you enjoyed this, I always feel so lucky to get to talk to founders of brands I adore and share about them with you.
What do you want to see next?
For the next one, I’m deliberating between two ideas: sharing my favourite newsletters at the moment, or things I saw that I wished I bought (in-person only edition; mostly spotted in vintage + charity shops around the UK).
Which are you more excited about?
Final call… 5 more days for 40% off paid subscription 🎉
PSA: It’s my birthday month! I would love to celebrate by extending a 40% discount if you subscribe to a paid plan. This is also as a big thank you for supporting my work.
It will be one of the best ways you can support my writing, as I, frankly, figure out what's next. This also unlocks the full archive and paid-only posts soon to come.
If you’ve been enjoying Objectively, please consider getting on a paid sub this month for 40% off, so that’s only $3/month (or $30/year) for weekly stories. Thank you for all your support.
go Kim! go netnets! 💛