Not Your Grandma’s Stitches

Alissa Kelly at Art+Flea. ALISSA KELLY PHOTOS

Cross-stitching might be something your mom or grandma likes to do, but they’ve probably never embroidered that famous quote from that famous Vine, “This chicken is almost as juicy as my” — well, you know which one we’re talking about.

Irreverent embroidery lovers, rejoice: 99 Stitches is here for all your Netflix-loving, pun-heavy cross-stitching needs.

“Cross-stitching is something you kind of associate with grandma crafts and something you see on pillows at your grandma’s house,” laughs Alissa Kelly, owner of 99 Stitches.

But she wanted to change that perception. Kelly combines the aesthetic of traditional cross-stitching with decidedly modern designs. “You are the pineapple of my eye,” reads a piece in her Summer series, while a custom piece featured Walter White from Breaking Bad alongside “I am the one who knocks.”

“Doing it very pop culture-oriented was a way to make it something that people my age would want to buy,” explains Kelly, a student at University of Hawaii at Manoa.

What began as a hobby for Kelly sprouted into a full-fledged business. She started off cross-stitching for her classmates at Mililani High School before a friend turned her toward Art+Flea.

Now, 99 Stitches is one of the featured vendors at MORI, Art+Flea’s storefront at Ward Village. Her Sweetheart series, in fabric and button form, featuring designs like, “You stole a pizza my heart,” currently is available.

Some of 99 Stitches’ designs

Pleased as Kelly has been with 99 Stitches’ success thus far, she hopes to take things further in the future. She wants to expand her product line to include bags and banners. She also has plans to feature a feminist-themed stitch series and is toying with the idea of a monthly cross-stitch subscription box service.

But at the top of her to-do list is starting a workshop series.

“I want to be able to teach other people how to do it. I think it’s really fun. I don’t just do it to make money; I do it because I like doing it, so I want other people to like doing it, too.”

Follow 99 Stitches on Instagram @99stitches, or visit 99stitcheshi.etsy.com. For custom orders, no matter how offbeat, email Kelly directly at 99stitcheshi@gmail.com.

MORI is open Monday through Saturday from 10 am. to 9 p.m., and Sundays from 10 a.m. to 6 p.m. Visit artandflea.com.