09/04/25
by Victoria Ritter
There is no lack of inspiration for painter, graphic designer and DIY enthusiast Ed Roth. Originally from Hasbrouck Heights, NJ, Roth has lived and worked in Williamsburg, Brooklyn, NY for the past 28 years. “It’s a city that constantly inspires me with its culture, energy and grit,” he said.
In the 1990s, Roth began creating stencils out of cardboard, folders and paper; his designs were inspired by street art, punk culture and activism. He went on to found Stencil1 in 2004 as a way to make art more accessible. Today, Roth continues to develop new stencil ideas for his company and engage in various art projects in pursuit of that mission.
The creative process
Roth’s work encompasses furniture, clothing, interior design, tarps and canvases. In the past he has used wood, acrylics, molding paste fabric paint and other materials, but his favorite method is stenciling. “It’s accessible, repeatable and powerful,” Roth stated. “I love how a single stencil can unlock creativity for so many people, from beginners to pros.”
Inspiration comes in many forms, from street art and pop culture to nature and architecture; a recent visit to the restored Notre Dame cathedral in Paris was especially memorable. Roth noted that Keith Haring, Shepard Fairey and Basquiat strongly influenced his work, yet Andy Warhol, architect Antoni Gaudi, Salvador Dali and Frida Kahlo are among his favorite artists.
Roth utilizes Stencil1’s classic mylar stencils – which are reusable, easy to clean and ideal for customizing any piece – when he paints on wood panels, clothing and event workshops, often repeating patterns across his portfolio. If he wants to add more depth and texture, he will use modeling paste, pushing it through the stencil. When time is short, he makes stencils out of paper. “I really wanted this quick motif when I was painting the other day,” Roth recalled. “So, I just roughly cut it in paper, and the rough look actually added to the texture of the painting.”
Designs for everyone
Roth got the idea for Stencil1 after observing how books about stenciling didn’t include stencils. He created a prototype book, but didn’t make headway with any publishers. Roth pivoted and built an e-commerce site to sell his stencils individually. Stencil1 launched with 50 designs.
“I was making stencil designs no one ever made before: headphones, unique patterns, nice fonts,” Roth said. “I often heard the term ‘not your grandma’s stencils.’ I didn’t realize I was reinventing and breathing life into a dead category – I was just doing what I loved.”
Today, Stencil1 has more than 500 stencil designs plus a variety of tools, paints, wall decals and kits. Roth will soon partner with a new laser engraving manufacturer which he hopes will open a new world of projects. Stencil1’s stencils are made from mylar sourced in the U.S. “Many stencils have one side that’s textured and one that’s shiny,” Roth said. “We coat both sides for easy clean up.”
Popular stencil designs are around natural themes such as trees and wildlife. Stencil1’s sales double in October, according to Roth, as people prepare for Halloween; in addition to craft stencils, he has developed makeup stencils. “It’s an easy way to put a design or face on your body,” Roth said. “Because several customers were using my stencils on their skin, I made a design specifically for makeup, making the stencil a little more comfortable to the face.”
Stencil1’s newest designs are unique letters that come in fonts including calligraphy, rocky, trendy, smart, clever, bold, script and elegant. “People always like letters, but they especially like unusual letters,” Roth explained. “I thought there was a hole in the market for unique lettering.”
Creating a stencil
After a long day of running a small business, Roth enjoys devoting time in his studio to designing a new stencil. The process can take anywhere from a few hours to a few weeks.
Roth’s designs are inspired by patterns he finds in his travels, whether it’s a rug, historic artifact or a natural element. When he finds a motif, he will photograph the pattern, modify it in Photoshop, trace it in Illustrator and add bridges.
“You’re always having to figure out how to connect pieces so that it cuts into the stencil properly,” Roth explained. “Bridges are little extenders that you have to put into your stencils to not have the pieces fall apart when you’re cutting them.”
Next, Roth will decide if the pattern or image will translate well as a stencil – a constant challenge. If it passes muster, he will send the design to his manufacturing warehouse to make a test cut. He’ll then personally test the stencil and make any necessary tweaks before sending it out to be mass produced.
Roth’s designs are straightforward and realistic with very little embellishments. He wants to provide room for end users to add their own creative spin and interpretation to the image.
His newest project is creating a stencil of shields and mazes that he found at an African booth at a flea market. He was struck by the symmetrical pattern and has since used it on clothes, textiles and paintings. He is hopeful that customers will enjoy the pattern as much as he has.
“I’m building a story around their meaning,” Roth said. “They feel powerful. This is something that I’m enjoying, and then I’ll see if I can get a show with them. I think they’ll resonate with people because there’s a story within the design.”
Projects and partnerships
Soon after Stencil1 launched, the business drew attention from various organizations and major brands. Roth published six titles with Chronicle Books and was invited on Martha Stewart’s show. Clark’s Shoes hired Roth to paint five pairs of shoes to display in their store windows in New York City; he also came in to help people paint bandanas with his stencils. Levi’s reached out after seeing Roth’s patterns on clothing, and together they held 10 events for customers. Roth also hosted DIY events with the Brooklyn Museum and oversaw a community mural for a sneaker exhibit.
“These collaborations have been so fun,” Roth said. “I go from working at home, painting things by myself or with a small staff to being in a room with 100 people using my stencils. It’s a blast. Everybody makes it their own. I learn a lot from watching how people paint. The best part is how they really take ownership of it.”
Stencil1 hosts events throughout the year, partnering with brands, stores and trade shows including Creativation by Namta and NY NOW. Roth is currently working on getting Stencil1 products into public schools in New York City “to bring creativity to underserved youth.” A new publisher has reached out to Roth with the possibility of publishing a new book.
“Now I have20-something years of sales data to put in the book such as the best designs and what people would really want, what projects I have seen used for the most,” Roth said. “It would be nice to offer people designs that have resonated with them.”
Retailers can schedule custom events by contacting Stencil1 through stencil1.com or the company’s Instagram page. Stencil1 can support retailers with product images and flexible order quantities. “We are also open to exclusives and custom work with some retailers,” Roth added.
With Stencil1’s stencils and a few simple materials, the creative possibilities are endless. Roth noted how a customer used his stencils to color spray hair. One company stenciled a deer on their toilet tanks after revamping their bathrooms with a lodge theme.
“It’s a wonderful feeling to be part of a creative community,” Roth observed. “My favorite part is the ability to create something from nothing and to share that process with others. Art has the power to connect, uplift and challenge – and I feel lucky to be a part of that.”
