We're LOOM — and we're hopelessly in love with interiors. Interiors with heart. Interiors with stories. Interiors that look like the people who live in them.
The Story
LOOM was born from a love for interiors. Not the perfectly styled kind, but the spaces that actually make you feel something. A farmhouse hidden in nature, an apartment in the middle of the city — it never really mattered where. As long as it felt warm, layered and lived in. Like home.
Before LOOM, we spent over ten years working as creative directors in the fashion industry, creating worlds and obsessing over details. Always searching for that one final element that could turn something beautiful into something unforgettable. During those years, we visited countless inspiring homes, hotels and spaces around the world. Places with soul, personality and a sense of ease that stayed with us long after we left.
When we started looking for rugs for our own homes, what seemed like an easy search quickly turned into a frustrating one. Too generic, too trend-driven, too expensive for what it was. Everything started to look the same. We missed rugs with character — pieces with depth, quality and personality that could truly anchor a room and create that wow feeling without shouting for attention.
So we decided to create them ourselves.
Crafted by Hands
Our travels and creative background naturally became the foundation of LOOM. Every collection is designed in-house and inspired by the places, textures, colours and atmospheres we fell in love with along the way. We don't believe in endless collections or fast trends. Instead, we create small capsule collections designed to add something meaningful — pieces with character, designed to become part of a home for years to come.
To bring LOOM to life, we travelled across India visiting different ateliers, each with their own speciality and craftsmanship. Until we found a family-run workshop where rugs had been handmade for generations. There was knowledge everywhere, but what stayed with us most was the feeling. Grandparents proudly watching the next generation continue the craft. Passion, patience and an obsessive eye for detail in every single step of the process. It instantly felt right.
Every LOOM rug is handmade by skilled artisans using traditional hand-tufting techniques. No machines. No shortcuts. Just craftsmanship, experience and thousands of carefully placed threads coming together piece by piece.
We use 100% New Zealand wool — hand tufted at 4000 grams per square metre — creating rugs that feel incredibly soft underfoot while remaining strong enough for everyday life. Luxurious, but never too precious to actually live with.
Read more about our craftsmanshipMade to Last
Fast-furniture trends come and go, but we believe the best interiors are built slowly. That's why every LOOM rug is made to order using premium natural materials and crafted with longevity in mind.
We work exclusively with New Zealand wool because it's not only beautiful, but naturally resilient. It's soft, durable, stain-resistant, flame-retardant and biodegradable. It repels dust, regulates humidity and ages beautifully over time without losing its character.
No plastic fibres, no unnecessary excess, no funny business. Just honest materials that do what they're supposed to do — and do it well.
Our rugs are made to last, not to be replaced a year later. And that's something we're quietly proud of.
Ready to Find Your Rug?
Explore our collections or create something completely bespoke.