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London, UK


Urban Rug Co.






In the realm of product design and interior design, the essence of a creation often lies in its roots, its story, and its commitment to values that transcend the mere aesthetics. London based Urban Rug Co. is a testament to this philosophy. Established in 2012, this brand has become synonymous with a blend of tradition, craftsmanship, and ethical responsibility.

At the core of Urban Rug Co.'s ethos is a dedication to sustainable and responsible business practices. The brand's unwavering commitment to the environment is evident in its choice of materials. The use of New Zealand wool, ethically sourced from sustainable farms, is a testament to the brand's eco-conscious approach. This not only ensures that the rugs are crafted from eco-friendly materials but also adds a layer of authenticity and warmth to each piece.

But the commitment doesn't end there. Urban Rug Co. proudly wears the badge of being a GoodWeave certified brand, a clear indication of its stand against harmful child labour. This certification is more than just a mark; it's a promise, a vow to uphold ethical standards in every facet of production.

The beauty of product design lies in its ability to tell stories, to preserve legacies. Urban Rug Co. does just that by championing handmade rug production, a craft that has been the livelihood of thousands in northern India. This commitment not only ensures the preservation of an ancient craft but also supports a community, a lineage of artisans whose skills have been passed down through generations.

The brand's creations are not just rugs; they are, as curator and critic Mark Morris aptly describes, “soft city models, as instructive to touch as they are to view.” There's a playful juxtaposition of seriousness in their precision and a delightful charm in their tactile nature. These rugs have graced the floors of esteemed institutions like the Munch Museum in Oslo, the Los Angeles County Museum of Art, the K-11 Art Foundation in Hong Kong, and the Royal Ontario Museum in Toronto.

Urban Rug Co.'s collaborations are as eclectic as its designs. From limited edition collections with Oslo artist Magne Furuholmen of A-ha to avant-garde series with street artists Dalek, Astro, and Persue, the brand has consistently pushed the boundaries of interior design. These collaborations, curated by Nicole Potvin of, are a testament to the brand's versatility and its commitment to merging traditional craftsmanship with contemporary art.

Recognition for Urban Rug Co. has come from esteemed platforms. ELLE DECOR, ARCHITECTURAL DIGEST, and INTERIOR DESIGN MAG have lauded the brand's innovative approach. Moreover, its presence at prestigious events like SALONE DEL MOBILE in Milan, the STOCKHOLM FURNITURE FAIR, and the K11 ART FOUNDATION in Shanghai, speaks volumes about its global appeal.

In the world of interior design, where spaces tell stories and products become narratives, Urban Rug Co. stands as a beacon of craftsmanship, ethics, and innovation.

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