COOL FRIENDS

Laura Deutsch

By
Coolstuff Team
September 5, 2025

Meet Laura, founder of HiLo Brooklyn: a sustainable custom seating studio based in Dumbo, Brooklyn. HiLo upcycles and reimagines vintage and recycled sofa frames -modifying their structure and style to create bold, design-forward pieces that are made to last (and made to love). Each HiLo piece is one-of-a-kind, thoughtfully transformed from the inside out while preserving the integrity of vintage craftsmanship while reshaping, rebuilding, and restyling each frame to bring a completely new vision to life. We chatted with Laura to hear about her beliefs in sustainability as a foundation for life and design and how she gets it all done! Photos throughout by Chaunté Vaughn

How did your career in upholstery and furniture design begin?

When my grandmother passed away, I inherited a vintage armoire. I wanted it so badly—but I wanted it to be perfect. I’ve never been a shabby-chic person. I love vintage, but I want it to feel like I pulled it straight out of a 1960s Sears catalog—fresh, flawless, and iconic. I was 16 and saved up around $900 to have it professionally restored. When it came back, I was in complete shock. It was the most beautiful thing I had ever seen. From that moment, I was hooked.

I’ve always been a creative person. I used to make my own clothes, invent games, and completely redesign every apartment I lived in—painting floors, installing new cabinets, even moving stoves around. Later in life, after leaving a long career in the wine industry, I knew I needed to get back to that creative root. I originally set out to launch a vintage furniture business where everything was fully rehabbed—wood pieces, seating, the whole deal—all sold in perfect condition.

But it was textiles that really stole my heart. With my love of fashion, it made total sense. The moment I started working with fabric—especially wild, bold ones on cool, sculptural sofas—I knew I’d found my medium. And I realized I didn’t just want to restore things—I wanted to improve them. Change the curve, reshape the arms, rebuild the silhouette. I became obsessed with making every piece better than it was ever designed to be. That obsession turned into HiLo.

Tell us about your sustainable custom seating studio, HiLo!

HiLo is my creative playground and sustainable custom seating studio located in Dumbo, Brooklyn—a neighborhood known for its artistic energy and innovative spirit, much like the pieces I create. At HiLo, I take vintage and recycled sofa frames—many with decades of history—and reimagine them into bold, fresh, one-of-a-kind seating that feels completely modern but rooted in timeless craftsmanship.

Sustainability is at the heart of everything we do. We’re rescuing pieces from landfills, giving them a second life so they don’t just become waste but future family heirlooms. I collaborate closely with interior designers and clients, curating everything from the frame’s structure to textiles that are wild, groovy, and full of personality. The magic happens in the details: custom modifications, intricate stitching details, foam upgrades, and fabric choices that bring the whole story together.

Every piece tells a story—one of revival, creativity, and conscious design—and I love helping people bring that story into their homes in a way that’s stylish, sustainable, and uniquely theirs.

What’s your favorite part about the New York sustainable design community?

New York’s sustainable design community is a special breed—it’s scrappy, fearless, and incredibly resourceful. What I love most is the collective energy around doing things differently. There’s a shared determination to use what already exists, to rescue and repurpose, and to turn what some might see as old or discarded into something extraordinary. It’s less about chasing trends and more about crafting soulful, meaningful design that lasts.

This community encourages bold experimentation—whether that’s with materials, methods, or aesthetics—and embraces imperfection as part of the story. There’s a real respect for the history embedded in each piece and an understanding that sustainable design isn’t just about being eco-friendly; it’s about making beautiful, high-quality work that stands the test of time. Being part of this community feeds my creativity and aligns perfectly with my mission at HiLo.

How do you discover and source vintage and recycled furniture frames?

I’m basically a treasure hunter when it comes to vintage frames. Most of the pieces I work on would be considered trash by most people—think forgotten relics buried in warehouse corners, dated sectionals from the '80s, or listings buried online that look way past their prime. But I see potential where others see junk.

I’m always on the hunt—browsing vintage dealers, estate sales, online marketplaces, and even local auctions. It’s all about finding frames with great bones—solid construction, unique shapes, and that special something that sets them apart.

The real magic is in seeing what could be—the hidden beauty beneath years of wear—and imagining how a little structural reinforcement, some clever modifications, and a wild fabric choice can transform it into a stunning centerpiece.

We love your mission of saving sofas from landfills and turning them into future heirlooms. What makes a piece go from unusable to heirloom/forever quality?

Turning a sofa from “trash” to treasured heirloom is all about vision, craftsmanship, and quality materials. That’s why we work almost exclusively with vintage frames—they were built to last, often with solid wood interiors and construction methods you rarely see in mass-produced furniture today. These pieces have good bones, and that gives us an incredible foundation to build on.

We approach each one like a home renovation—not just restoring, but reimagining. We might reshape the back, swap out the arms, or tweak the proportions to make it feel fresh, sculptural, and totally one-of-a-kind. Every modification is done using hardwood building materials, and our fabricators are furniture builders at heart—they know what it takes to create something that’s structurally sound and made to last for generations.

Then there’s the fabric. We select bold, beautiful textiles that bring the whole piece to life—whether that’s a psychedelic print or something timeless and textural. When you put all that together, you get a forever piece. One that tells a story, stands out in a room, and is built to be loved for decades.

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