A New Day
We selected hemp rugs with sustainability in mind, and with this sense of purpose and optimism set about designing. Our inspiration was the landscapes which nourish and protect us; it is time to return the favor.
Hemp is an ecologically friendly plant that requires little water and no pesticides to grow. It is also renewable and biodegradable as well as naturally antimicrobial. And very durable. If the flat weave rugs are pleasantly scratchy like your sweetheart’s stubble, our hemp rugs are more like a pirate’s braid. They are rustic, yet refined and look fantastic layered. But above all, hemp is the perfect fiber for the future we are embracing.
The lookbook for A New Day hemp rugs was shot over the course of a (weekday) “weekend” in the Catskill Mountains. It seemed appropriate to shoot our first collection of rugs made from a truly sustainable fiber in a sustainable home, and luckily we found an A-frame hunting lodge from the 1960s which had recently been updated by its new owners to include solar panels and rainwater collection.
Our photographer Clément captured some shots around the house and porch the first night just before the light ran out. The next morning, taking advantage of the cabin’s abundant light, he began shooting still clad in (vintage Dior) pajamas as the rest of us breakfasted and our babies swayed to the Sesame Street theme song.
Photography: Clément Pascal